What is the trend of age-inclusive marketing?

Businesses embracing age-inclusive marketing create opportunities by redefining beauty standards and offering products that resonate with the 40-plus demographic.

What is the trend of luxury beauty for gen x?

By emphasizing the underrepresented Gen X segment, luxury beauty brands can tap into a lucrative market that values authenticity and self-expression.

What is the trend of celebrity influencer collaborations?

Collaborating with notable figures over 40 allows brands to leverage established credibility and connect with a mature audience seeking relatable role models.

What are the implications for the beauty and cosmetics industry?

The beauty and cosmetics industry witnesses disruptive shifts as brands prioritize age diversity and inclusivity, catering to the evolving preferences of the 40-plus demographic.

What are the implications for the advertising and media industry?

As advertisers focus on real age representation, the media industry is presented with a unique chance to craft more inclusive and varied narratives.

What are the implications for the retail and e-commerce industry?

Retailers and e-commerce platforms have the chance to expand their offerings by targeting mature consumers with products emphasizing individuality and empowerment.

Gen X Beauty Campaigns : up next campaign

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Bluemercury's Up Next Campaign Celebrates Women 40+

Laura McQuarrie — September 16, 2025 — Fashion

References: bluemercury & cosmeticsbusiness

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Bluemercury commissioned research revealing that 87% of Gen X women want real age representation in advertising, and in response, the Up Next campaign was born. “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. Rather than focusing on aging and correction, the campaign supports confidence, self-expression and the excitement of new beginnings at every phase of life.

This bold initiative from the luxury beauty retailer celebrates female founders, brand experts, icons and influencers, all ages 40 and up, including RMS Beauty's Rose-Marie Swift, singer-songwriter Belinda Carlisle, and Aurora James, creative director and fashion designer.

Trend Themes

Age-inclusive Marketing — Businesses embracing age-inclusive marketing create opportunities by redefining beauty standards and offering products that resonate with the 40-plus demographic.
Luxury Beauty for Gen X — By emphasizing the underrepresented Gen X segment, luxury beauty brands can tap into a lucrative market that values authenticity and self-expression.
Celebrity Influencer Collaborations — Collaborating with notable figures over 40 allows brands to leverage established credibility and connect with a mature audience seeking relatable role models.

Industry Implications

Beauty and Cosmetics — The beauty and cosmetics industry witnesses disruptive shifts as brands prioritize age diversity and inclusivity, catering to the evolving preferences of the 40-plus demographic.
Advertising and Media — As advertisers focus on real age representation, the media industry is presented with a unique chance to craft more inclusive and varied narratives.
Retail and E-commerce — Retailers and e-commerce platforms have the chance to expand their offerings by targeting mature consumers with products emphasizing individuality and empowerment.

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