Bliss Mass-Market Expansion Hits Walmart

Patrycja Malinowska
Director, Member Content, P2PI
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Spa-inspired skincare brand Bliss recently expanded distribution to Walmart.

In stores, the brand gets prime secondary merchandising space with a custom endcap display positioned in the beauty department. The cotton-candy-colored display touts the brand as “clean” and “cruelty-free” while stocking a variety of product ranging in price from $2.97 to $9.97.

On, a brand showcase elaborates on the brand’s clean, cruelty-free and spa-powered positioning while touting attributes of specific product lines: Bright Idea for a dewy glow, Clear Genius to clear up skin conditions and Rose Gold Rescue for sensitive skin.

A secondary “Find Your Bliss” e-commerce shop corrals 40-some of the brand’s skincare products including cleansers, moisturizers, serums, masks and lip balms. The online assortment skews higher in price, with a $6.25 sheet mask at the lowest end and a $170 anti-aging serum at the highest end. An ad on the drop-down category menu linked to the shop at launch. Display ads running within and social media updates from the brand also support the Walmart rollout.

Boasting more than 20 years of spa experience, the high-end, niche brand underwent a relaunch in 2018 that introduced new formulations at lower price points in preparation for mass-market expansion under the direction of new chief executive officer Meri Baregamian. (Baregamian joined Bliss in 2016 from the global brands division of Walgreens Boots Alliance.)

“We’ve listened to our consumers. They love how Bliss makes them feel and the results they get from our products. However, they need Bliss to be easier to find, and most importantly, easier to afford,” Baregamian said in a release announcing the relaunch, which heralded the brand’s rollout to Target and Ulta, and later to CVS Pharmacy, Riley Rose and Urban Outfitters. The brand is also sold via Amazon and its own direct-to-consumer website.