Bliss is breaking into a new category — fine fragrances — with the brand’s first scent, due out next month.
This story first appeared in the August 27, 2010 issue of WWD. Subscribe Today.
The eponymous scent is part of a growth strategy being formulated by Mike Indursky, who was named president of Bliss World — the Bliss brand’s parent — in February, just a few months after Steiner Leisure Ltd. acquired Bliss from Starwood Hotels and Resorts Worldwide Inc. for $100 million in December. Indursky, previously chief marketing and strategic officer of Burt’s Bees, emphasized that innovation is on the front burner for the brand in the second half and beyond. The fragrance is the first item on the agenda, he noted.
“We are in the process of finalizing a lot of things and will bring a significant increase in innovation to market next year,” said Indursky. “We’re drawing on inspiration from our spas. We don’t want to be perceived as just another skin care company. We want to deliver products which offer a significant point of difference.”
The fragrance is inspired by the essential oil blend that scents each Bliss Spa location. “We are a brand which delivers happiness, and we decided to do it with a fragrance,” said Indursky. “A little splash lets you capture the spirit of the spa, even when you don’t have time to visit one.”
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The eau de toilette, by Mane’s Cecile Hua, has top notes of bergamot, dewy greens and cucumber; a heart of lily and ylang-ylang, and a drydown of violet.
Two sizes will be sold: a 50 ml. for $54 and a 10 ml. eau de toilette roller ball for $18.
At launch, the scent will be in 286 doors, including Sephora and Bliss Spa locations.
Promotion of the fragrance will include “big initiatives in social media,” said Indursky, including campaigns on Twitter and Facebook. “There is a huge opportunity to talk to our consumer this way, and given our multilevel marketing model of direct-to-consumer through our catalogue, we have a unique relationship with our customers.”
While executives declined to discuss sales projections, industry sources estimated the scent would do about $5 million at retail in its first year on counter.
While he’s enthusiastic about the brand’s scent, Indursky is clear: “We are not planning to suddenly become a fragrance house. This made sense because our customers love the blends we use in the spas and wanted a personal scent version. However, we most likely won’t be doing multiple fragrances.”