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Epic Beauty Case Study More than a sale: CMX® made Epic Beauty a growth platform for brands

What we know


At the CVS® Epic Beauty Sale®, our shoppers came ready to rethink their basket. 41% of ExtraCare® members tried a new product during the event,* while nearly half added a new category.*


With CMX, every new choice created an opening for a brand to become the next favorite. And with more than 80% of repeat advertisers improving their sales life YoY,* the results showed how brands can build on the opportunity from one Epic Beauty Sale to the next.  

Smartphone with Epic Beauty Sale promotion. Makeup swatches.

  • Objective

    • Drive new-to-brand growth
    • Maximize attributable sales 

  • Audience

    • High-intent Beauty and Personal Care ExtraCare members 
    • New-to-brand prospects and lapsed buyers 
    • Active category shoppers most likely to drive incremental growth

  • Channels

    • Onsite display across CVS.com® and the CVS Health® app 
    • Standard and premium offsite media 
    • Custom brand and co-branded landing pages 
    • Facebook, Instagram and Pinterest 

What we did

ExtraCare insights revealed a brand’s next buyer

CMX used first-party insights to identify high-value category shoppers, prospective buyers and lapsed customers — revealing new opportunities for brands to reach beyond their exsisting buyers. 

CMX connected brands with shoppers most likely to drive growth 

CMX kept participating brands in front of the shoppers most likely to discover something new, switch brands and buy. 

CVS amplification made the Epic Beauty moment bigger

Only through CMX were participating brands able to access exclusive ExtraCare audiences and added-value CVS-owned assets — giving them more ways to build visibility and stay present across the full event.

A CVS employee helps a person shopping in the beauty aisle.

“Epic Beauty Sales are moments our beauty shoppers look forward to most … brands that show up with a seamless, end-to-end experience make it easier for shoppers to engage, feel confident in their choices and ultimately drive stronger sales.” 

— Michelle LeBlanc, VP of Merchandising for Beauty and Personal Care, CVS Health

Results

  • up to 69%

    new-to-brand buyers*

  • $26M

    in attributable sales*

  • $13.21

    average ROAS

    2x the average branded BPC campaign*

Conclusion

The strongest growth story was what happened next  

With CMX, Epic Beauty helped participating brands win new buyers, drive measurable sales and build on that success over time. 

That’s the power of a growth platform. With CMX, brands can build on each Epic Beauty Sale to reach valuable shoppers, win more buyers and carry stronger sales momentum from one event to the next.

Partner with CMX to reach new buyers, accelerate brand growth and build momentum beyond the sale. 


Contact the CMX Beauty and Personal Care team today.

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Not a guarantee of performance. Where permitted by law.

  • *CVS Internal Data 2025, Fall 2025 Epic Beauty Sale.

  • *CMX Campaign Performance Report, Spring 2026