BlissOut Catalog’s Perfect Marketing Makeup
Goops and scrubs, loofahs and lipsticks. All presented in bright colorful layouts. Seductive copy (“it’s more than treats the eye”) makes you want to buy this stuff so you, too, can feel good. And then there’s BlissGirl. She may not be perfect, but this illustrated character sure has fun living the spa life and trying out all the latest products the beauty world has to offer.
Founded just four years ago, BlissOut catalog has come a long way in such a short time, due in large part to the vision of Bliss spa founder, Marcia Kilgore, and the know-how and enthusiasm of the catalog’s driving force, senior catalog director, Claudia Ossa.
Since New York City-based Bliss spa’s inception in 1996, the business has grown to a reported $30 million empire. According to Ossa, Kilgore still does facials for a few select and loyal longtime clients, as well as some celebrities. Stars spotted at Bliss include Madonna and Jennifer Lopez.
The strategic challenge for the catalog, as Ossa explains it, was this: “There are people out there who are flying all over the country and the world who would love our products but don’t have the time to get to our spas.”
When Ossa came on board in April 1999, the catalog was a small part of the business. Started in response to spa customers’ requests, the catalog was launched as an entrepreneurial venture. Ossa says the catalog “was founded on the [same] culture of everything at the company: a real can-do attitude.”
“We decided to give it a shot and just see what happens,” Ossa explains. “The staff had little experience with mailing lists, printing issues and analysis. They mailed 30,000 catalogs to start, and we’re now at over 6 million a year.”
BlissOut has achieved over 400-percent growth in the past year alone. Ossa attributes this to growth in the beauty segment and the fact that Bliss is a start-up within an entrepreneurial organization.