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Bliss Enters the Lifestyle Market

Bliss is expanding its product assortment with makeup, apparel, tools and home.

From the juice craze to boutique fitness, superfood skin care to high-end workout apparel, wellness and lifestyle can’t be tamed. The trend is not waning and Bliss is picking up on it in a big way.

In September, Bliss will go from being a spa-oriented brand to an all-encompassing lifestyle company that has lined up a battery of launches including candles and home fragrance, apparel, color cosmetics and tools. And according to Mike Indursky, president of Bliss World, there are probably 10 more categories on the periphery.

“We’re seeing these two global converging trends, well-being and happiness,” Indursky said. “You’re seeing a growth in gym memberships, the growth of yoga memberships and also a growth in happiness.”

Priced from $5 for candles to $185 for tools, the range of products will include more than 300 stockkeeping units.

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In terms of candles and home fragrance, the core line will consist of room sprays, diffusers, single-wick candles and multiwick candles with scents like Ginger Flower and Eucalyptus Mint.

The apparel, which includes active- and casualwear like leggings, tops and robes, will incorporate positive affirmations to embrace the brand’s quirky and confidence-building aesthetic.

“The Bliss consumer is already coming to our catalogue, spa and Web site to buy color, apparel and shapewear from different manufacturers,” he said. “Now she can get it all from Bliss.”

Meanwhile, the color cosmetics collection starts with skin. “It’s a skin-care line that uses color,” Indursky said. The range consists of 151 sku’s like a serum-infused lip stain and Ex-‘glow’-sion! Triple Oxygen Serum Foundation + SPF 20. Also, there are 60 nail items that contain a formula free of chemicals.

Additionally, tools are a continuation of what Bliss already sells but ramped up in the skin-care category.

“The number of categories we’ll be looking at is probably triple this,” he said, adding that hair care will launch in 2016. “From tea to home goods, even eye glasses.”

But bringing in so many new categories is a big undertaking. So the company outsourced to a variety of licensees to develop each one.

Starting in mid-May, Bliss will update its Web site so that e-commerce and the spa are fully integrated. Also, the company will evolve its retail space, airport stores and spas, which will include makeup stations and an area for skin evaluations.

Also, Bliss is working with its existing retailers to showcase the entire line or create curated assortments that best fit the needs of each. The lifestyle collection will be available at Bliss spas nationwide, Bliss airport stores, the soon-to-be revamped and the Bliss catalogue.

“The business is doing fantastic — we have the highest sales we’ve ever had in the history of the company,” Indursky added. “We’re in 35 countries and have 21 spas around the world. Adding these categories was just the natural progression for the brand.”