Beauty journeys are becoming less linear
The beauty and wellness path to purchase is becoming less linear and more layered. In our CMX x Glossy research, respondents across mass market and luxury beauty, as well as health and wellness, grocery and CPG categories, pointed to several forces driving that change:
- 81% cited more fragmented consumer journeys*
- 76% cited the growth of social commerce*
- 71% cited more comparison- and review-based shopping*
- 63% cited rising price sensitivity and value-driven shopping*
Taken together, these shifts point to a shopper journey that is harder to predict — and even harder to influence through disconnected tactics.
Retail media is at the center of the beauty playbook
As the beauty journey fragments, retail media is taking on a central role in how brands connect inspiration to purchase.
- Nearly 9 in 10 beauty and wellness respondents advertise on retail media*
- Social media and retail media networks were tied as top sales drivers*
- 71% use in-store digital ads to support omnichannel strategies*
The implication is clear: brands need more connected channels and omnichannel systems that can support discovery, consideration and conversion across the full shopper journey.
Winning beauty strategies are built on better data
When fragmentation is the challenge, stronger data is the advantage. The same findings show that customer data and insights now play a central role in how brands shape marketing efforts.
- Purchase history is the leading data source shaping marketing efforts*
- Browsing behavior also plays an important role*
Better data creates better timing, more relevant messaging and a clearer path to performance. In a fragmented environment, the brands best positioned to win are the ones building around real shopper behavior, not broad assumptions.
CVS® Epic Beauty shows the impact of a more connected strategy
As brands look for more connected ways to reach shoppers, CMX puts that plan into action during CVS Epic Beauty, our #1 beauty and personal care event of the year. Through an integrated campaign strategy with CVS Marketing and Merchandising, CMX delivers a more cohesive retail experience — aligning ExtraCare® precision targeting, added-value front store marketing placements and a stronger brand presence that resonates across the shopper journey.
Learn more about CMX Epic Beauty Sale campaigns.
Beauty journeys may be fragmenting, but the strategy behind them should not. CMX unifies what can remain siloed for retailers — connecting data, media strategy and measurement into a more seamless consumer experience and a more effective one for brands.
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Let’s talk about what Epic Beauty could unlock for your brand
Connect with Kate Muelller, CMX Beauty and Personal Care Industry Manager.
Not a guarantee of performance. Where permitted by law.
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*Glossy + CMX survey, September 2025
