The launch party was held at the Doheny Room in Los Angeles.Photo: Courtesy of Bliss
Attendees, including former The Bachelorette stars JoJo Fletcher and Becca Tilley, were invited to celebrate their youth with the idea that “if you remember this, it’s time for a retinol.”
“In our research, we found that people as young as late teens/early 20s are worrying about aging and wrinkles. However, when it came to ‘anti-aging' regimens, 80% were focused on maintaining their youthful appearance versus preventing signs of aging,” said Tina Pozzi, chief brand officer at Bliss.
She added that the Y2K “theme was driven by the uptick in popularity surrounding all things nostalgia.” The aesthetic of the early aughts including butterfly clips, velour sweatsuits and tinted sunglasses was recently embraced by Gen Z and has taken over TikTok.
The event’s tablescape featured nods to the year 2000 including a tabletop made from empty CD cases, candy necklaces and Polaroid cameras, all in the collection’s lavender and white color scheme. Display shelves adorned with branded VHS tapes were flanked by TVs playing old-school videos. Global full-service agency Another A Story handled the event’s design and production.
Invitees consisted of a mix of LA-based media and influencers, including co-host Tinx. Pozzi explained that “Bliss has a long-standing relationship with Tinx, beginning with her support of the Bright Idea Vitamin C serum in 2020. We were excited to work with her for this event, given her natural affinity to both millennials and Gen Z alike.”
Attendees were required to provide proof of vaccination upon entry, with the brand notifying guests of the requirements in advance.
See more from inside the launch party.
