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Case Study One connected strategy for Epic Beauty results

CMX® orchestrated a fully integrated Epic Beauty campaign strategy alongside CVS® Marketing and Merchandising — bringing creative, media and promo activation into one connected experience. 
 

Epic Beauty motivates 84% of ExtraCare® members to shop beauty and personal care more during the sale.1 Only through CMX were brands able to turn that momentum into expanded reach, deeper relevance and standout performance.

Smartphone showing an ad for the Epic Beauty Sale.

Objective

Collage of beauty products, people using them and shoppers browsing the beauty aisles of CVS.

Break through, build momentum and win big during CVS Epic Beauty

Brands partnered with CMX to drive new-to-brand growth and maximize sales during the year’s most impactful beauty and personal care sales moments — CVS Epic Beauty Sale events.

 

Solution

An integrated strategy powered by ExtraCare insights — bringing media, creative and promo activation together in one cohesive campaign

ExtraCare member precision targeting

 

  • CMX built deterministic ExtraCare member audiences from real purchase behavior to reach current and loyal brand buyers, lapsed shoppers and prospective customers.
  • With 87% of ExtraCare members familiar with the sale stocking up, and 41% wanting to try new products, brands were positioned to reach Epic Beauty shoppers2 primed for both discovery and conversion.
Illustration of a group of people.

Connected omnichannel reach

 

  • Campaigns activated across onsite display (CVS.com® and the CVS Health® app), offsite display and social (Facebook, Instagram and Pinterest)* to keep brands visible throughout the shopper journey.
  • Branded and co-branded landing pages extended engagement and turned awareness into action.
Illustration of an array.

Creative built to convert

 

  • CMX extended the reach of Epic Beauty Sale creative and messaging — reaching the right customers at the right moment.
  • Branded and co-branded DCO assets kept promotional value and event messaging consistent across channels.
  • Added-value front store marketing placements — unlocked exclusively through CMX — expanded exposure beyond paid media and created a halo effect across in-store and digital touchpoints.
Illustration of a CVS basket.

Results

  • $10.07

    attributed ROAS3

  • up to 81%

    new-to-brand buyers3

  • 2.35%

    average sales lift, with top performers reaching 8.57%3

“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 at CVS Health

Conclusion

Only with CMX could brands break through at Epic Beauty

Missing high-impact sales windows like CVS Epic Beauty comes at a cost. For brands, that could mean underexposure when shoppers are most engaged — leading to higher effective media costs and slower new-to-brand growth. 



But with CMX, brands can show up with the reach and relevance required to win during high-intent moments that matter most to our beauty shoppers.

CMX heart

Join CMX for our next epic sales moment.

Contact the CMX beauty and personal care team today.

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  • 1 More than usual for ExtraCare members familiar with the sale, Medium-to-high engaged 18-59 CVS ExtraCare Customers, Feb. 2026

  • 2 Medium-to-high engaged 18-59 CVS ExtraCare Customers, Feb. 2026

  • 3 CMX Campaign Performance Reports 2025.

  • * Channels vary by investment level

Not a guarantee of performance, where permitted by law.