Every fall, consumers don’t just crave new products, they crave old feelings.

The comfort of familiarity is one of the strongest triggers in marketing, and this season, nostalgia is driving more engagement than pumpkin spice ever could.

Enter Bliss.

Bliss’s newest collab with Gilmore Girls celebrates the show’s 25th anniversary, and it’s pure nostalgia genius. The brand brought back its cult favorites like the Lemon & Sage Body Butter and Pumpkin Resurfacing Mask, now wrapped in Stars Hollow-inspired packaging.

But the real brilliance? Instead of picking a trendy influencer, Bliss chose Kelly Bishop, aka Emily Gilmore, as the face of the campaign. She’s 81, confident, and authentic - exactly what Bliss’s audience relates to and trusts.

It’s proof that nostalgia isn’t just cute - it builds trust.

Why Nostalgia Works

• Emotional Comfort: Nostalgia reminds people of simpler, happier times, emotions that make them more open to your brand.

• Cultural Rituals: Consumers revisit the same movies, shows, and foods every fall because it feels safe and familiar.

• Shared Belonging: Nostalgia creates “inside jokes” that make brands feel like part of the community.

How CPG Brands Can Tap In

• Food & Beverage: Bring back cozy rituals, think pumpkin s’mores cookies, butterbeer lattes, or midnight cocoa cold brew.

• Beauty & Personal Care: Use warm, comforting tones and textures that tie to seasonal feelings rather than trends.

• Lifestyle & Wellness: Candles, teas, and scents that recreate the aesthetic of moments people already love.

Proof That It Works

The Bliss x Gilmore Girls collab proves nostalgia isn’t just an aesthetic, it’s strategy. It taps into trust, comfort, and connection while keeping the brand culturally relevant.

And this playbook works far beyond beauty. From cereal reboots to seasonal drinks, nostalgia turns everyday products into emotional experiences that drive loyalty.

Pophaus Take

Nostalgia marketing isn’t about looking back, it’s about helping consumers feel something familiar again.

The brands that win this season won’t just sell products. They’ll sell comfort, connection, and a little piece of the past.

✨ The takeaway: if your brand can make people feel what they used to, you’ve already won their attention and their trust.