Bliss is now a teenager — and she’s still growing.
Founded by Marcia Kilgore in 1996 as a spa where brownies are still served in the relaxation room and whimsy is served everywhere else, Bliss is now 15 years old (Kilgore sold to LVMH in 1999; the brand is now owned by Steiner Leisure Ltd.), and president Mike Indursky is aiming to continually expand the brand’s reach.
To that end, the brand is now available in more than 1,400 department and specialty stores in the U.S., including Ulta, Lord & Taylor, Sephora and Beauty Brands, as well as on QVC and in 14 countries. As well, the company operates 21 Bliss Spas, 16 in the U.S. and five overseas; the newest is in Saint Petersburg, Russia. The brand has just launched in Russia, Indursky noted, and is now available in Korea, Turkey, Australia, Mexico, Canada, the U.K., Ireland, France, Spain, Singapore, Hong Kong and Qatar.
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Indursky said Bliss’ overall business has grown 15 percent in the last year. While he refused to quantify that with a number, industry sources estimated that Bliss currently generates worldwide retail sales of about $100 million.
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Indursky noted that 25 percent of the current Bliss-branded product mix is new for 2011: Of 96 active stockkeeping items, 24 have been launched this year, including Fabulips Foaming Lip Cleanser, $18, Poetic Waxing Strips, $36, and Rubberizing Masks, $38 for six masks. Indursky noted that the Foaming Lip Cleanser is a market first. “The full Fabulips treatment kit — cleanser, exfoliator, plumper and balm — inspires lip care as a new beauty behavior.” The kit retails for $45. Bestsellers in the brand’s line include the Youth as We Know It skin care franchise and the FatGirlSlim body care lineup, as well as Lemon and Sage Body Butter, $28 for 6.7 oz., of which the company is said to sell more than 140,000 sku’s a year.
While at-home waxing is a growing trend, Indursky said, Brazilian waxing in the company’s spas continues to grow 14 percent year-over-year.
On the service side, the brand added laser hair removal at its Bliss57 and SoHo locations in February, the same month that it launched He-Wax, a male-specific waxing menu. To celebrate the anniversary, Bliss Spas are currently offering the Birthday Suit Package: oxygen blast facial and Brazilian bikini wax for her, $125, and oxygen blast facial and ultimate he-wax for him, $170, 15 percent off the normal prices of those services.
The brand’s catalogue (distributed to upwards of 500,000 yearly) and online business, Bliss Direct, is launching a new loyalty program called the Bliss ‘Glow’ Getters Club this month. Clients earn one point for every $10 spent; points then can be redeemed for “glow dough” towards products. Automatic product refills earn double points, Indursky noted, and referrals and reviews of Bliss products purchased also earn points.
Bliss birthday parties are being held at 10 Sephora doors. The biggest of these celebrations will be held Saturday at Sephora Times Square, and will include a DJ, free oxygen facials and Fabulips treatments and a prize wheel. The brand is also doing Facebook and Twitter product and spa giveaways all month. “Our Facebook fan base has grown 163 percent year to date and Twitter followers grew 56 percent in the same time period,” said Indursky; at last count the brand had 10,443 Facebook fans and 14,151 Twitter followers.
The brand also offers skin care tips and special deals on Foursquare.
As well, Indursky noted, the brand is now rolling out two new Triple Oxygen items: Triple Oxygen Cleansing Foam, $28 for 5 oz., and Eye Gel, $50 for 0.5 oz.; both contain oxygen infusions and Vitamin C, and are based on a bestselling Bliss Spa service, the Triple Oxygen Treatment. In the first quarter of 2012, Bliss will launch Youth as We Know It Night Cream as a Sephora exclusive, and in the second quarter of 2012, a depilatory version of its Poetic Wax will be introduced, said Indursky. At the spa, the Youth as We Know It Night Facial is set for a January rollout, while a music massage is on tap for February.