I would call this "flowering", yes. As in, I'd expect the seed company's definition of bloom (e.g. "7-8 week flowering period") to begin from the moment you see the first pistils appearing. However, I'd keep feeding "grow" nutrients for now, as Organoman has suggested. The stretch hasn't finished yet and the plant needs nitrogen more at this time than any other, as they'll grow quickly for another week or two. Bloom nutrients generally contain lower nitrogen, so switching too early will see your leaves yellow etc. Wait until you have proper flower tops developing before switching, or at least wait another week and go 50/50 with grow and bloom nutrients. You should add PK (if using) about 3-4 weeks after the pistils appear, once the buds have elongated.
Good luck!