BLISS / BRIGHT IDEA

Bliss is a skincare brand that was founded in the 1990s as a spa franchise. At the time, Bliss confronted pretentious self-care philosophies in the beauty industry by creating spa products and spaces free of judgement. The brand continues that same spirit today as a mass retail cruelty-free skincare line. To elevate the Bliss brand voice and aesthetic, we produced an advertising campaign for their Bright Idea Vitamin C product collection. Inspired by the cultural insight that there is no such thing as a “guilty” pleasure (especially during a pandemic), the creative concept here promotes the notion that self-care can only be self-defined.