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Objective
- Drive incremental brand sales
- Reacquire lapsed buyers
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ExtraCare Audience
- High-value men’s shaving buyers
- Lapsed men’s shaving buyers
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Channels
- Custom landing page
- Onsite & offsite display
- Social: Facebook & Instagram
What we did
A fully integrated CVS® campaign strategy for peak men’s care demand
CMX partnered with CVS Merchandising to launch a custom Movember campaign during the leading sales period for men’s grooming and personal care categories.
An audience strategy rooted in real behavior
Using 1:1 ExtraCare member precision targeting, CMX reached high-value audiences across the men’s care category including loyal, engaged and lapsed men’s shaving buyers.
Creative built for every stage of the category
Movember promotional creative drove incremental sales and reacquired lapsed buyers, then shifted to category equity messaging to sustain purchase frequency and spend through November and December.
What we drove
57%
reacquired category buyers**
5.8%
incremental lift in basket size**
Conclusion
When Movember put men’s care in focus, CMX helped brands make the cut — pairing ExtraCare data insights with relevant creative to drive reach, sales and new customer acquisiton.
Join CMX for our next Movember event.
Not a guarantee of campaign performance. Where permitted by law.
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*Majority male, CVS ExtraCare Customers, Apr. 2026
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**CMX Campaign Performance Report 2025
