Bluemercury, the luxury beauty retailer and a division of Macy's, Inc., has introduced its "Up Next" campaign, which celebrates Gen X women aged 40 and over, championing new beginnings and challenging outdated beauty standards. The campaign aims to shift the narrative around aging from correction to empowerment, highlighting the unique experiences, individuality, and confidence of women in this demographic across major U.S. cities.
A recent survey by Bluemercury and The Harris Poll reveals a significant gap between the beauty industry and Gen X women. Key findings include:
- 87% of women 40-plus desire more realistic portrayals of their age in beauty advertising.
- 1 in 4 women aged 35–65 feel misrepresented by the beauty industry.
- 54% believe beauty stems from confidence, not perfection.
- 50% are more likely to support brands that feature relatable women in their ads.
The "Up Next" campaign features a compelling docu-style video series profiling inspiring women over 40 who are achieving personal and professional milestones. These real-life stories showcase entrepreneurs and advocates thriving in new phases of life. The campaign also highlights successful female founders like U Beauty’s Tina Craig and RMS Beauty’s Rose-Marie Swift, who are redefining success later in life within the beauty industry.
To further engage its audience, Bluemercury is hosting "Up Next: The Anniversary Event" from September 18–28, 2025, introducing 15 new brands, including Byredo, Dr. Whitney Bowe and Element Eight. This event, available at Bluemercury locations nationwide and online, reinforces the retailer’s strategy to offer curated product innovation and personalized beauty experiences. Find a Bluemercury store near you to explore the new collections.
