# Elder Millennial Skincare Kits Bliss' New Campaign Connects with Older Millennials and Gen X By Laura McQuarrie | Published 2025-01-30 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/elder-millennial-skincare-kit References: [beautypackaging](https://www.beautypackaging.com/contents/view_breaking-news/2025-01-29/bliss-tackles-skincare-for-adults-in-new-campaign/) & [blissworld](https://www.blissworld.com/products/iliza-shlesinger-x-bliss-elder-millennial-kit?srsltid=AfmBOoo0RBBrp_Kg8Y_-mlI4NGT5C-AX8pqlMG3Ea8jrRsuQ4huzm7sT)  There's an abundance of skincare products tailored for tweens, teens, and young adults, as well as countless solutions for mature skin, and for those who find themselves in the gap in between, Bliss launched the Elder Millennial Skincare Kit. Inspired by comedian Iliza Shlesinger and her [Netflix](https://www.trendhunter.com/trends/kpop-demon-hunters-1) special, Elder Millennial, the curated kit contains a [simple, four-step routine](https://www.trendhunter.com/trends/olive-june-x-bubble) aligned with the needs of adult skin. "Over the years, we've found our audience skewing older, so we've made the decision to focus on the needs of adult skin–easy, affordable skincare solutions that actually work," said Sara Mitzner, VP of Marketing at AS Beauty, which acquired Bliss. Alongside the kit, Bliss' campaign starring Shlesinger speaks directly to Gen X and older Millennials who find their evolving skincare needs underserved. ## Trend Insights (Trend Hunter) - Score: 6.7/10 - Popularity: 78% | Activity: 87% | Freshness: 35% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### What Makes This Trend Stand Out - **Targeted Adult Skincare Solutions:** Brands are increasingly focusing on creating skincare products tailored for the transitional phase between young and mature skin, addressing a previously underserved market. - **Celebrity-driven Marketing Campaigns:** By partnering with high-profile personalities like comedians, skincare brands are leveraging celebrity influence to connect deeply with niche consumer segments. - **Simplified Skincare Routines:** The rise of simplified, multi-step skincare kits reflects a trend towards making beauty routines more accessible and time-efficient for busy adults. ### Sectors Adopting This - **Skincare and Cosmetics:** The skincare industry is pivoting to address gaps in the market by creating products that cater to adults in transitional age groups, enhancing inclusivity. - **Marketing and Advertising:** The adoption of celebrity-centric campaigns in marketing strategies illustrates a shift towards exclusive and relatable storytelling to engage specific age demographics. - **E-commerce:** Online beauty retailers benefit from offering curated kits that promise straightforward solutions, catering to the consumer desire for hassle-free shopping experiences. ## Related on Trend Hunter - [Unholy Skincare Campaigns](https://www.trendhunter.com/trends/divine-skintervention.md) - [Problem-Solving Youth Skincare](https://www.trendhunter.com/trends/epic-skincare.md) - [Gen X Beauty Brands](https://www.trendhunter.com/trends/molly-sims.md) - [Gen X Beauty Campaigns](https://www.trendhunter.com/trends/up-next-campaign.md) - [Teen-Safe Skincare Systems](https://www.trendhunter.com/trends/erly.md) - [Youth-Safe Skincare Hubs](https://www.trendhunter.com/trends/gen-a-z-hub.md) - [Age-Inclusive Eye Creams](https://www.trendhunter.com/trends/star-dew-hydrating-eye.md) - [Health-Focused Youth Skincare](https://www.trendhunter.com/trends/revolution-skin.md) - [Targeted Plant-Based Cosmeceuticals](https://www.trendhunter.com/trends/id-skin-identity.md)