Spa-style brand Bliss relaunching with a vengeance

By Deanna Utroske contact

- Last updated on GMT

images courtesy of the brand
images courtesy of the brand

Related tags: New york city

The popular skin care brand has undertaken a complete refresh and will be launching online this month and in thousands of doors in the coming weeks. If all goes according to plan, the turnaround will stand as a case study in how to simultaneously respond to marketplace demands and preserve the soul of a marque.

Bliss, the brand, is formally known as Bliss World LLC and operates as a subsidiary of Steiner Leisure Ltd.

Steiner Leisure Ltd. operates as a subsidiary of Nemo Parent, Inc. —both of these businesses are incorporated in the Bahamas. And a Form 8-K document filed in early December of 2015 discloses that Nemo Parent and Steiner Leisure’s relationship (a merger) was funded at least in part by Catterton, a private equity firm that merged with the equity arm of LVMH in 2016​.

According to the 8-K on file with the SEC, “the aggregate value of the transaction was approximately $925 million. The source of funds for the Merger and related transaction expenses included cash equity contributions from investment funds managed by Catterton, borrowings under the Credit Facilities and the Company’s cash on hand." ​(In general terms, 8-K documents are legal papers filed with the SEC to share important dealings with US investors.) 

Which is all to say that the Bliss relaunch is a well-backed endeavor.

Going forward 

This month Bliss relaunched at a more affordable price point on the brand's own ecommerce site and will be in 2,900 Ulta Beauty and Target locations in the US by April 1, according to a media release circulated by the brand early this week. There will be new formulations, new products, new packaging, and new joi de vivre.

Describing the brand refresh, Bliss CEO Meri Baregamian tells the press, “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.”

Bliss is “relaunching with 39 products – a combination of upgraded cult favorites and brand new, on-trend innovations,”​ according to Baregamian.

“We've always known that the key to unlocking outer beauty is inner joy,”​ she adds. “So, we've listened to our consumers. They love how Bliss makes them feel and the results they get from our products. However, they needed Bliss to be easier to find, and most importantly, easier to afford.”

Getting trendy

Bliss originally launched in 1996 as a New York City spa brand and has been on the leading edge of the latest at-home spa treatment wave ever since. When it relaunches tomorrow, the Bliss brand will be on trend in many ways:

“We know the importance to our consumer of how the product is made and what's in it. Nearly half of our products are now manufactured using solar power and we are constantly exploring how to build a more sustainable, good-for-you product, leveraging new ways to formulate and produce the highest quality products and packaging in more environmentally conscious ways,”​Baregamian tells the press. 

“Bliss has also adopted a modernized look and feel with more cohesive and streamlined packaging, which will make it easier for the shopper to navigate,” ​she says. “Our pipeline is aggressive; we have over 100+ amazing, experiential formulations in the works and are adding more every month based on the latest innovations.”

This article was updated on 28-Feb-2018 to more accurately date the Bliss brand relaunch: the new Bliss has been available on the brand's own ecommerce site as of February 27, 2018; will be available online at and in Target stores as of March 18, 2018; and online and at Ulta stores as of April 1, 2018.

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DeannaUtroskeEditor

Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.

Related topics: Brand Innovation, Packaging, Skin Care

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