Sheraton Toileteries Ramain the Same, Remove Bliss Name

Barbara De Lollis reports that the Sheraton toileteries, previously Shine by Bliss, will now be simply Shine.

Sheraton brand chief Hoyt Harper II told me in an interview that the new, non-Bliss-brand Shine line is “the same formula, the same packaging” and also made by the same vendor.

Starwood no longer owns the Bliss name, and licenses it only for the W and St. Regis brands.

Frankly, if I owned the Bliss brand I wouldn’t license it to Sheraton. I always thought it cheapened the Bliss name, rather than elevating the Sheraton toileteries. At least they didn’t try to brand Four Points Clean! products as Bliss!

Perhaps the products are all good, Veblen had a point, and I’m just not a fan of shrink wrap?

About Gary Leff

Gary Leff is one of the foremost experts in the field of miles, points, and frequent business travel - a topic he has covered since 2002. Co-founder of frequent flyer community Milepoint.com, emcee of the Freddie Awards, and named one of the "World's Top Travel Experts" by Conde' Nast Traveler (2010-Present) Gary has been a guest on most major news media, profiled in several top print publications, and published broadly on the topic of consumer loyalty. More About Gary »

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