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By: Christine Esposito
October 1, 2024
Bliss has embarked on an exclusive collaboration with wellness advocate and television personality Teddi Mellencamp. The skincare brand is tapping into the “passenger princess” concept, which has gained traction on TikTok, with a limited-edition Passenger Princess kit that contains on-the-go skincare essentials.
Mellencamp’s personal journey as a wellness advocate, along with her openness about her experience with skin cancer, also puts emphasis on importance of sun protection. The kit includes Bliss Block Star SPF 30, a reminder from the brand to protect skin from harmful UV rays—especially when in the car and half of one’s face and body is exposed through the window.
“Teddi, who has openly shared her experience with driving anxiety, avoids hitting the road whenever possible, a proud passenger princess,” noted Sara Mitzner, VP of marketing at AS Beauty, which acquired the brand in 2023. “She was therefore the perfect partner for this initiative as there are many people like her with driving anxiety and thousands of others who just prefer being a rider. We curated this skincare kit to be the ultimate travel companion and hope it brings a bit of bliss and ease to passenger princesses everywhere.”
In addition to the SPF product, the Passenger Princess kit also includes Mini Lemon & Sage Hand Cream, Fabulips Balm in Sheer Glow and Eye Got This Under Eye Mask.
To further drive the campaign home, Bliss is partnering with Alto, the ride share service. Hitting the roadways in Dallas, TX this month is a blue, Bliss-branded Alto car. Those picked up by the special car between now and Oct. 15 will be offered a complimentary Passenger Princess kit. Alto members will also be offered discounts at blissworld.com by using a special code at checkout.Additionally, Bliss is hosting a social-only giveaway on Instagram and TikTok, offering five followers the chance to win $1,000 each and an Annual Alto Membership. To enter, consumers will have to find the Bliss-branded car on the road and upload content to their personal Instagram and/or TikTok pages.
Bliss is also expanding on the “passenger princess” trend with the release of a Spotify playlist, designed for Fall road trips.
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