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.
of ExtraCare members shop CVS the most for beauty and personal care1
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.
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.
Hair care shoppers are locked in before the sale starts
86% of ExtraCare® members familiar with the Big Hair Event are motivated to shop more for hair care — actively seeking deals, stocking up and exploring new options. These shoppers enter the promo window with category interest and purchase intent already at their peak.
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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
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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.
Browse CMX case studies
Discover how CMX has delivered measurable impact for beauty and personal care brands — driving efficiency, new buyers and bigger baskets.
Epic Beauty was a breakthrough moment for brands - unlocking up to 81% new-to-brand buyers2
Media-exposed Big Hair buyers drove over $3.8M in attributable sales for brands2
An integrated campaign strategy lit up summer sales — delivering $21.65 ROAS2
91% of male ExtraCare shoppers set out to change their personal care.4 CMX helped brands shine.
Don’t guess, reach your next customer.
CMX. It’s not guessing, it’s data.
Not a guarantee of performance. Where permitted by law.
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1Source: Medium-to-high engaged 18-59 CVS ExtraCare Customers, Feb. 2026
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2CMX Spring & Fall 2025 Campaign Performance Reports
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3CVS Internal Data
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4Majority male, CVS ExtraCare Customers, Apr. 2026
