Bliss taps comedian Iliza Schlesinger in move away from Gen Z and Alpha customers

In Bliss’s new campaign spot, standup comedian Iliza Shlesinger (1.2 million Instagram followers) is seen walking the aisles of an unidentified beauty store before the serenity of her “me time” is interrupted by a gaggle of Gen Alpha girls. Her response: “Why are you even here? if you looked any younger, you would be a sonogram. Where’s your mother? Let the adults shop in peace.”

Bliss was acquired by AS Beauty Group, parent company to Laura Geller, CoverFX, Julep Beauty and Mally Beauty, in January of 2023. Since then, its new owners have been working to shift focus to an older core customer. Its previous owner, L Catterton, had focused heavily on Gen Z and been successful in doing so.

“[L Catterton] was really focused on attracting a Gen-Z customer,” and had done so by leveraging TikTok, said Sara Mitzner, vp of brand marketing as AS Beauty Group. The brand has over 409,000 TikTok followers.

Continue reading this article on glossy.co. Sign up for Glossy newsletters to get the latest on the business of beauty, fashion and pop culture.