# Gen X Beauty Campaigns Bluemercury's Up Next Campaign Celebrates Women 40+ By Laura McQuarrie | Published 2025-09-16 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/up-next-campaign References: [cosmeticsbusiness](https://cosmeticsbusiness.com/bluemercury-targets-overlooked-gen-x-in-marketing-push) & [bluemercury](https://bluemercury.com/pages/up-next?srsltid=AfmBOopE5iJ8QAiqdWMT_HAjTJOlnFihynhEqeFUJSQPHPUlxlFeoqs1)  [Bluemercury](https://www.trendhunter.com/trends/honeyed-halo-body-oil) 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](https://www.trendhunter.com/trends/diversitypromoting). 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](https://www.trendhunter.com/trends/rms-skincare) Rose-Marie Swift, singer-songwriter Belinda Carlisle, and Aurora James, creative director and fashion designer. ## Trend Insights (Trend Hunter) - Score: 8.2/10 - Popularity: 98% | Activity: 97% | Freshness: 50% - Audience gender: 10% men, 90% women - Primary generations: Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### Key Themes Behind This Trend - **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. ### Where This Applies - **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. ## Related on Trend Hunter - [Gen X Beauty Brands](https://www.trendhunter.com/trends/molly-sims.md) - [Age-Celebrating Beauty Campaigns](https://www.trendhunter.com/trends/becauseofmyage.md) - [Celebratory Midlife Campaigns](https://www.trendhunter.com/trends/stripes-beauty-hotter-than-ever.md) - [Aspirational Mature Beauty Brands](https://www.trendhunter.com/trends/sarah-creal.md) - [Women 50+-Targeted Ads](https://www.trendhunter.com/trends/grace-creative.md) - [Empowering Beauty Campaigns](https://www.trendhunter.com/trends/you-are-amazing.md) - [Elder Millennial Skincare Kits](https://www.trendhunter.com/trends/elder-millennial-skincare-kit.md) - [Age-Appropriate Skincare Campaigns](https://www.trendhunter.com/trends/thefaceof10.md) - [Milestone Beauty Campaigns](https://www.trendhunter.com/trends/rebellious-by-nature.md)