Bluemercury Launches ‘Up Next’ Campaign to Redefine Aging and Beauty
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Key Points:
- New initiative celebrates women 40+ and reframes aging as empowered growth.
- Research shows 87% of Gen X women want authentic age representation in beauty ads.
- Campaign features icons like Belinda Carlisle, Tina Chen Craig, and Rose-Marie Swift.
Bluemercury, the luxury beauty retailer under Macy’s Inc., has unveiled Up Next, a national campaign designed to celebrate women over 40 who are redefining beauty, ambition, and aging. Backed by consumer research, the campaign responds to growing demand for authentic representation, with most women surveyed saying they want to see realistic portrayals of people their age in beauty advertising.
The initiative shifts the narrative around aging from “correction” to “confidence,” emphasizing individuality and self-expression. It includes docu-style video profiles of female founders, artists, and advocates, highlighting their achievements and personal definitions of beauty. Creative direction from Antoine and Charlie blends storytelling with luxury imagery to capture authenticity and resilience.
Featured participants include singer Belinda Carlisle, U Beauty founder Tina Chen Craig, RMS Beauty’s Rose-Marie Swift, and designer Aurora James. Alongside the campaign, Bluemercury will launch in-store events, social content, and paid media, as well as its major Up Next: The Anniversary Event sale running September 18–28. The retailer aims to position itself as a partner for women embracing every stage of life with confidence.
