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CMX® Beauty & 
Personal Care Insights

CVS® is the #1 beauty and personal care destination for ExtraCare® members.1 Through first-party loyalty data, CMX helps brands understand what drives our beauty and personal care shoppers — from the seasonal routine shifts that spark product discovery to the CVS sales events that are the top motivators for ExtraCare members to try something new.

58%

of ExtraCare members shop CVS the most for beauty and personal care1

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64%

say ExtraCare is the #1 reason they choose CVS for beauty and personal care1

We know ExtraCare is what brings our shoppers to CVS, making loyalty a key driver in their beauty and personal care purchase decisions.

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57%

of ExtraCare members change beauty and personal care routines within a year1

We know routine changes create brand opportunity, with climate and seasonal shifts leading as the biggest motivators behind it.

Explore beauty and personal care insights  

Through ExtraCare member data, our insights help beauty and personal care brands win across the shopper journey, driving discovery, conversion and basket growth at CVS.

Epic Beauty moves ExtraCare members to action

CVS Epic Beauty Sale events motivate 84% of ExtraCare members to shop CVS more than usual for beauty and personal care — while 87% come to stock up, 41% try new products and 35% look for new ones.1

Learn more insights about the Epic Beauty Sale
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Big Hair is a comeback moment for beauty shoppers

With a 91% buyer retention rate,2 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.

Seasonal moments move ExtraCare members to action

Seasonal moments are where CVS shoppers show up big as 90% of CVS sales occur during events3 like Christmas, Halloween and Easter. With 50% of ExtraCare members visiting CVS at least once during seasonal moments3 — CMX helps your brand meet them there.

Learn more about seasonal insights
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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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Not a guarantee of performance. Where permitted by law.

  • 1Source: Medium-to-high engaged 18-59 CVS ExtraCare Customers, Feb. 2026

  • 2CMX Campaign Performance Report 2025

  • 3CVS Internal Data