Bluemercury is placing Gen X and Boomers at the center of a new campaign, ‘Up Next’, in what it says is its largest marketing initiative to date.
It aims to celebrate over-40s who are “embracing new chapters, redefining beauty and ambition, and stepping boldly into what’s next”, read a statement from the brand.
An estimated 87% of women over 40 feel overlooked in beauty adverts, according to the US luxury beauty retailer’s research.
‘Up Next’ will spotlight founders, brand experts and influencers, focusing on real women, as this demographic want to see more realistic portrayals of their age group, according to Bluemercury’s findings.
Singer and songwriter Belinda Carlisle; founder of U Beauty skin care, Tina Chen Craig; and founder of make-up brand RMS Beauty, Rose-Marie Swift, are among the names starring in the campaign.
“While Gen Z has certainly driven much of the beauty industry’s recent focus, innovation and trend, the 40-plus segment is still the core of the luxury beauty market and they are not being served proportionally,” Minyi Su, Bluemercury’s Head of Marketing, told Cosmetics Business.
“This audience has spending power, brand loyalty and a desire for real connection, but they have been underserved by youth-centric narratives.
“We launched ‘Up Next’ to help shift the lens toward this powerful group who are redefining what ambition, beauty and ageing look like today, tomorrow and going forward.”
One in four women between the ages of 35 and 65 believe that the beauty industry does not do enough to represent people over 40, found a survey conducted by the Macys Inc-owned retailerer by The Harris Poll.
Another 57% said they “keep beauty simple and authentic”, and 54% agree that “beauty comes from confidence, not perfection”.
A separate survey by Clarity Research found that 50% of women are more likely to recommend and purchase from brands that feature women “who look like me” in their adverts.
“Bluemercury is embracing the idea that ageing is an ascent, a process of becoming and not a condition to be treated,” said Su.
“The campaign messaging, product positioning and talent selection all reflect that ethos.
“It is about stepping into what is next with confidence and excitement.
“Ageing is something to own and be proud of, not something to resist. That is the shift we are championing.”
The campaign will feature documentary-style videos profiling women who have achieved personal or professional milestones, highlighting their journey, ambitions, and how they define beauty and identity today.
A 360-degree campaign across all marketing channels will support the series, including paid-for TV advertising, influencer partnerships and owned content.
Fashion designer and activist Aurora James, photographer and painter Kaija Braus, and wellness educator Christine Dimmick will also feature in ‘Up Next’.
“The individuals chosen embody the spirit of the campaign,” said Su.
“They are forging new paths, challenging conventions and defining beauty on their terms.
“Tina Chen Craig and Rose-Marie Swift bring both industry knowledge and lived experience, while Belinda Carlisle and Aurora James speak to creativity, reinvention and impact.
“The focus was not just on visibility, but on their voices. Each woman brings a unique, real story to the campaign.”
Brand-focused events and educational experiences at some of Bluemercury’s 180 stores will also form part of the activity.
The launch of the campaign also comes in tandem with the retailer’s biggest sale event of the year.
‘Up Next: The Anniversary Event’ will run from 18 to 28 September and feature 15 new brands, including Byredo, Dr. Whitney Bowe, and Element Eight.