Beauty & Balance

Bliss Expands to CVS

One year after its mass-market makeover, things are going well for Bliss.
The L Catterton-backed brand is rolling out to 3,000 CVS doors at the end of the month, followed by 18 Riley Rose doors and a test with Urban Outfitters.
Last year, Bliss rolled out a revamped line, complete with Millennial-friendly marketing, nearly 40 Instagram-friendly products and slashed prices to between $10 and $30 per item. Founded as a spa line by serial entrepreneur Marcia Kilgore, Bliss had lost its way, having gone through several iterations and owners since its early days in the mid-Nineties before being purchased by L Catterton in 2015 as part of the private equity group’s acquisition of Steiner Leisure.
After a year on-shelf at Target, industry sources project the brand will do $50 million in retail sales this year after new distribution is added. Bliss would not discuss sales figures.

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An aggressive innovation pipeline is on deck for 2019, including the Rose Gold Rescue sensitive skin collection and the Mint Chip Mania mask.
The brand’s repositioning has come at a time when skin-care sales are up in both the mass and prestige markets. “The consumer reaction has been overwhelmingly positive,” said Meri Baregamian, chief executive officer of Bliss. “We’ve done everything around our consumer, and we’re going to keep expanding and bringing innovation.”


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