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College of beauty products and people using them, and smartphones with CVS beauty event ads. 

CMX® Beauty & 
Personal Care Insights

CVS® is a trusted destination for shoppers building their beauty and personal care routines and discovering new products. With loyalty data from over 90M addressable ExtraCare® members, tap into the insights helping brands reach customers however they search, shop and style.

75%

of beauty and personal care sales come from our ExtraCare members1

Illustration of lotion bottles.

52%

of ExtraCare cards are scanned on seasonal baskets2

We know they show up for beauty — our shoppers return again and again over other retailers because ExtraCare benefits make them feel rewarded and appreciated.

Illustration of a social post on a smartphone.

74%

of ExtraCare members age 18-59 turn to social to discover beauty products3

We know their journey often starts on social — then converts in-store as we create real-time moments for brands to connect across the full customer journey.

Explore beauty and personal care insights  

Through ExtraCare member data, CMX helps beauty and personal care brands win discovery moments across categories and drive repeat trips to CVS again and again.

Big Hair is a comeback moment for beauty shoppers

With a 91% buyer retention rate,4 ExtraCare members are primed to replenish and repurchase during CVS Big Hair Events — making this the moment for brands to reach repeat shoppers. 

Learn more insights about the Big Hair Event
Smartphone with a Big Hair Event ad. Lock of brown hair.

Epic Beauty shoppers are ready to find what’s next

With an average 48% new-to-brand buyer rate4 during the spring 2025 event, ExtraCare members show up for Epic Beauty events primed to explore new brands and discover new products — helping brands convert fresh shoppers fast.

Learn more insights about the Epic Beauty Sale
Person smiling. Epic Beauty Sale with ExtraCare logo.

Seasonal moments move ExtraCare members to action

Seasonal moments are where CVS shoppers show up big as 90% of CVS sales occur during events5 like Christmas, Halloween and Easter. With 50% of ExtraCare members visiting CVS at least once during seasonal moments5 — CMX helps your brand meet them there.

Learn more insights about the season
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Browse CMX case studies

Discover how CMX has delivered measurable impact for beauty and personal care brands — driving efficiency, new buyers and bigger baskets.

Don’t guess, reach your next customer.

CMX. It’s not guessing, it’s data.

Contact the CMX team today. 

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  • 1CVS Internal Data, L52W Ending 1-3-26

  • 2CVS Beauty & Personal Care Tracking Study Q3 2025

  • 32025 CVS Internal Data

  • 4CMX Campaign Performance Reports 2025

  • 5CVS Internal Data

Not a guarantee of performance, where applicable by law.