Bliss (spa) - The Brand

The Brand

Atmosphere Bliss spa is known for introducing its spa atmosphere and is often credited for starting the mid 1990s spa boom. A “sense of humor” is evident throughout the brand, with whimsically named spa treatments and products, such as “Quadruple Thighpass” for an anti-cellulite treatment.

Blissgirl

One of the most definitive images associated with the Bliss brand is their Blissgirl character, an illustrated girl who appears throughout Bliss-branded channels, including Bliss catalog covers and blissworld.com. She is usually depicted using beauty products in playful ways, to align with Bliss’ playful brand personality.

Since her introduction, she has undergone several different illustration styles and characteristics, evolving over the years. She has been shown with almost every hair color, and has appeared as different races. She is almost always dressed in a signature white towel and Bliss’ Softening Socks and Glamour Gloves.

Products

The products are inspired by the company’s spa treatments, and many of them are meant to allow customers to recreate the spa experience at home. This is evident in such products as the Poetic Waxing Kit (the kit contains the same wax used during in spa waxing treatments) and the Triple Oxygen Instant Energizing Mask (a foaming mask that’s based on their Triple Oxygen Treatment facial).

Positioning

Bliss spa positions itself as "the young, modern antithesis to stuffy, intimidating spas", that includes rhythm & blues music, a brownie buffet, "movie-while-you-manicure" nail stations, and other features. The spa has attracted celebrity clientele including Oprah Winfrey, Julia Roberts, Uma Thurman, Jennifer Lopez and Madonna.