New research reveals 87% of Gen X women want real age representation in advertising-sparking the luxury beauty retailer's bold new initiative.
Bluemercury, the neighborhood-based luxury beauty retailer and Macy's, Inc. nameplate, has unveiledUp Next, a national campaign celebrating women 40+ who are embracing new chapters, redefining beauty and ambition, and stepping confidently into the next stage of life.
The campaign aims to spotlight the realities women 40 and over face, while also shifting the conversation around aging-from one focused on correction to one rooted in confidence, individuality, and empowered growth. This reframing also extends to Bluemercury's retail experience, where the brand is highly attuned to how beauty is experienced and presented.
Bluemercury is committed to positioning its product offerings as tools of empowerment rather than correction, supporting confidence, self-expression, and personal choice at every stage of life. This mindset is reflected across customized in-store experiences, thoughtful product curation, and the broader campaign ecosystem, fostering a retail environment that celebrates beauty as both personal and ever-evolving.
As part of the initiative, Bluemercury commissioned research revealing that 87% of women 40+ wish beauty advertisements featured more realistic portrayals of women their age. A Bluemercury survey conducted by The Harris Poll found that 1 in 4 women ages 35-65 believe the beauty industry doesn't do enough to represent people over 40, while 57% say they “keep beauty simple and authentic,” and 54% agree that “beauty comes from confidence, not perfection.” Additionally, Qlarity Access Research data compiled for Bluemercury shows that 50% of women are more likely to recommend and purchase from brands that feature women “who look like me” in their ads-underscoring a clear disconnect between consumer expectations and current industry advertising practices.
“This is more than a campaign, it's a statement,”saidMinyi Su, Head of Marketing at Bluemercury.”We're proud to spotlight women rewriting the rules of aging, ambition, and beauty, and to stand beside them as they step into what's next-on their own terms.Up Nextreflects the women we serve: real, resilient, and redefining what it means to age with confidence. We're honored to amplify their voices and stories through this initiative.”
Up Nextcelebrates female founders, brand experts, icons, influencers, and Bluemercury's own clients, all 40+, who are forging bold new paths and proving that the best is yet to come. It positions Bluemercury as a trusted partner in fueling confidence and self-expression at every stage of life.
The campaign features several notable individuals such as Tina Chen Craig, Founder of U Beauty; Rose-Marie Swift, makeup artist and Founder of RMS Beauty; Belinda Carlisle, singer/songwriter; and Aurora James, creative director and fashion designer. From launching businesses and creating art to championing meaningful causes, these women challenge outdated expectations and celebrate the joy of embracing what's next-at any age.
“I love the idea of women over a certain age breaking away from society's expectations of how they should be, act, or look,” said Belinda Carlisle. “This campaign inspired me because I hope it encourages women to question those so-called 'rules' and feel empowered to be bold and embrace whatever version of beauty feels true to them.”
At the heart of the campaign is a docu-style video series profiling women who have reached personal or professional milestones on their own terms. Each video highlights the story of one woman, from entrepreneurs to artists and advocates, and explores how she defines beauty, ambition, and identity today.
This narrative is brought to life by creative duoAntoine and Charlie, whose vision embodies luxury in its purest form: an experience that marries the art of storytelling with the precision of craftsmanship. Their imagery and films are meticulously composed, each a harmony of nuanced emotion and chromatic mastery. They see beauty as a quiet force, powerful yet understated, shaped by light, texture, and the subtleties of the human spirit.
At the foundation of their work is a deep commitment to authenticity, where artistry meets purpose. Through their lens, theUp Nextcampaign becomes more than marketing-it becomes a tribute to real women, captured with intention, depth, and honesty.
“I've never believed in conforming to society's expectations of how women should age or what we should be doing at any point in our lives. Life isn't about following a script, it's about rewriting it when it no longer serves you,” said Tina Chen Craig. “This campaign reflects that belief: it's about freedom, individuality, and forward momentum. I hope it reminds women that it's never too late to start over, to reinvent, or to dream differently. Age isn't a limitation; it's a launchpad. The adventure isn't over, it's just beginning.”
TheUp Nextcampaign will be supported by a 360-degree marketing effort including paid media (such as CTV), influencer partnerships, social and owned content, and in-store brand events and educational experiences at select Bluemercury locations nationwide. All elements are designed to reinforce the idea that beauty products aren't about changing who you are, but about supporting who you're becoming.
Coinciding with the campaign isUp Next: The Anniversary Event, one of Bluemercury's biggest sale moments of the year, running September 18-28 and featuring 15 new brands, includingDr. Whitney Boweand Element Eight.
Qlarity Access Research Survey Method:This survey was conducted online within the United States by Clarity Research on behalf of Bluemercury. Among respondents, 87% of women reported that they wish beauty and personal grooming ads had more realistic images of women their age. Full survey methodology, including age range, sample size, and dates, can be provided upon request.
Harris Poll Survey Method:This survey was conducted online within the United States by The Harris Poll on behalf of Bluemercuryfrom August 19-21, 2025, among 2,091 adults ages 18 and older. The sampling precision of Harris online polls is measured by using a Bayesian credible interval.For this study, the sample data is accurate to within +/- 2.5 percentage points using a 95% confidence level. For complete survey methodology, including weighting variables and subgroup sample sizes, please contact Kaplow Communications.
About BluemercuryWith locations in coveted neighborhoods across the U.S., Bluemercury pioneered a client-first service model that emphasizes hyper-personalized, high-quality beauty interactions.The leading luxury beauty destination and Macy's, Inc. nameplate offers a highly curatedand premiumproduct assortment across a range of beauty categories. Bluemercuryhelps people discover theiruniqueselfby shining a light onwhatmakesthem wonderfully distinctive. As Bluemercurycontinues to evolve, it remainscommitted to its exceptional customer service origins and embraces itspurpose to be the ultimate specialist in the beauty of its clients.For more information, please visit www.bluemercury.com.
Media Contact:Kaplow Communications bluemercury@kaplow.com
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