LSN : Daily Signals : 23 : 09 : 25

Bluemercury campaign reframes age as an empowering opportunity

Up Next by Bluemercury, US

US – Cosmetics company Bluemercury has launched Up Next, a national campaign reframing beauty for women aged 40 and over – positioning age as a launchpad, not a limitation. The initiative highlights a shift from correction to confidence, with in-store experiences and product curation designed to empower self-expression at every stage of life.

Research commissioned for the campaign shows a significant representation gap between the beauty industry and Gen X women. The survey found that 87% of women over 40 desire more realistic portrayals of their age in beauty advertising and 54% believe confidence – not perfection – defines beauty.

This reflects insights from our Gen X Now and Next: From Ambiguity to Advocacy report, in which we explored the concept of middlescence and how Gen X are viewing middle age as a transitional period of re-invention.

Through a docu-style video series, Up Next spotlights women like Tina Chen Craig, Rose-Marie Swift and Belinda Carlisle, celebrating rule-breaking ambition and personal re-invention – signalling a bold new direction for age-inclusive beauty marketing.

Strategic opportunity

Champion authentic representation by showcasing real stories of Gen X consumers in campaigns. Tap into this audience’s loyalty with community-led storytelling and co-created brand initiatives that celebrate confidence over correction

Booking.com and Boyz II Men launch music-inspired wellness retreat

US – Booking.com has partnered with Grammy Award-winning R&B group Boyz II Men to introduce Boyz II Zen: A Wellness Escape, a five-day retreat in the Florida Keys combining relaxation with nostalgic slow jams.

Running from 27 September to 1 October 2025, the experience offers one lucky fan and five friends the chance to join for just £14.70 ($19.85, the same year the group was founded, €16.85). Bookings opened on 18September on a first-come, first-served basis.

Set in an ocean-front home, the itinerary includes yoga, sound baths set to Boyz II Men tracks, melodic massages and a private a cappella performance by the group. Other highlights include beachside barbecues, golf and fine dining.

The collaboration taps into a growing demand for wellness-led travel among men. According to Booking.com’s 2025 Travel Trends, 29% of male travellers prioritise rest, while 65% of Gen Z travellers say they would encourage the men in their lives to take a men-only trip.

‘We’ve spent decades travelling together, making memories and want to give a group of friends a chance to experience this type of travel for themselves,’ said Boyz II Men in a statement.

For more insights on wellness-focused travel and identity-led trips, tune into our Travel and Hospitality Futures Online Webinar Event on 24 September.

AI Trip Planner by Booking.com, The Netherlands

Strategic opportunity

Develop travel products tailored to specific identity groups (wellness enthusiasts, gamers, music fans, LGBTQ+ travellers). Co-create with influencers or celebrities to tap into existing fan bases

Stat: Sustainability remains on the CEO agenda despite decline

CopenPay by Visit Copenhagen, Denmark

Global – A new report from Bain & Co shows that while CEOs are using fewer public sustainability statements, they are increasing action and linking sustainability to business value.

The Visionary CEO’s Guide to Sustainability 2025 report, released in September 2025, defines the ‘do-say gap’ as the discrepancy between leaders’ public statements and their actual actions, particularly in terms of ESG initiatives and emissions cuts.

Bain’s analysis, based on more than 35,000 statements from 150 major companies in 2018, 2022 and 2024, finds that more CEOs see sustainability as central to costs, customers, operations and capital – not just a moral or regulatory obligation. Some 54% of sustainability mentions by CEOs in 2024 were business-driven – up six percentage points since 2022.

‘After the initial years of bold ambitions and target-setting, CEOs took a reality check on their sustainability agenda last year,’ said Jean-Charles van den Branden, Bain & Co’s global sustainability practice leader, in a press release.

The report states that 25% of industrial CO2 emissions can now be reduced with positive return-on-investment levers such as energy efficiency, circular design and supply chain localisation. A further 32% could become profitable with moderate investment and evolving technologies.

Find more insights about what’s new and next in sustainability in our Rebranding Sustainability series.

Strategic opportunity

Consider how to close the do-say gap with measurable wins. Could you, for instance, identify one or two sustainability initiatives that deliver clear business value (lower costs, improved efficiency) within 12 months?