Bliss undergoes complete brand relaunch, partners with Target, Ulta

By

Cassidy Mantor

Published
Feb 27, 2018

Spa skincare brand Bliss is undergoing a complete rebranding. The relaunch will introduce new natural product and pricing, and roll out through new retail partnerships with Target and Ulta, as well as through e-comm.

The relaunch will include updated cult favorites including the Lemon and Sage Body Butter and Fab Foaming Cleanser. Bliss will also roll out new masks and cleansers including the Mighty Marshmallow Mask and the Makeup Melt Gentle Jelly Cleanser.

Bliss CEO, Meri Baregamian said in a release, "We did some self-reflection and took a deep look at our products – what we could do better, and how to stay relevant and accessible." She went on to explain that the relaunch will introduce 39 new products that are a combination of upgraded favorites and new trend-right options.

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A key point in the relaunch is that Bliss has gone completely cruelty-free. The entire product line is now also free of parabens, phthalates, SLS, SLES and additional ingredients consumers have made clear they do not want in their beauty and personal care products.

The brand is also pushing forward with sustainability targets, as Baregamian said, "Nearly half of our products are now manufactured using solar power and we are constantly exploring how to build a more sustainable[...] product and packaging in more environmentally conscious ways."

She added that the strategic business goals for the relaunch were to meet the consumer at a more affordable price point, as the brand wanted to also increase accessibility and ease of purchasing.

Bliss relaunches in the US in March at 2,900 Target and Ulta locations as well as online. Product is priced at $10 to $30.