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Case Study CMX® amplified hair care promotions — driving strong sales and measurable ROAS 

Seasonal change motivates ExtraCare® members to refresh hair care routines — with value driving their purchase decisions.*



 

CVS® perfectly times its Big Hair Event to meet this shopper mindset*

— pairing seasonal renewal and strong promotions to boost hair care sales with CMX reaching 6.8M ExtraCare members during its spring campaign.**

Smartphone with a Big Hair Event ad. Lock of brown hair.

Objective

Collage of hair textures, hair products, and people with different hair styles.

Amplify key promotions and accelerate hair care category sales

By raising awareness of the spring Big Hair Event offers to deterministic ExtraCare member audiences, CMX set out to drive sales, trips and buyers across all hair care categories.

Solution

A powerful, omnichannel strategy that enhanced brand visibility and deepened customer engagement

ExtraCare member precision targeting

 

  • Reached 6.82M ExtraCare members and generated 48.2M impressions
  • Leveraged deterministic audiences: high- and low-spender hair care buyers plus lapsed buyers
  • Successfully reactivated 50.5K customers who had not purchased in the last year
Illustration of a group of people.

Event-synced strategy to elevate category visibility

 

  • Promoted the “Spend $40, get $10 off” hair care category offer
  • Activated across CVS.com®, app, offsite display, Pinterest and Meta
  • Drove traffic to a custom event landing page for seamless engagement
Illustration of a network.

Bold, co-branded creative to seamlessly highlight key SKUs

 

  • Featured priority hair care brands and products with a beauty-forward aesthetic
  • Maintained cohesive design aligned with CVS creative guidelines
  • Built to engage customers across every touchpoint
Illustration of a smartphone with a CVS Heart.

Results

  • $49.84

    attributable ROAS**

    (4x stronger than fall 2024)

  • $20M+

    attributable sales**

  • 91%

    buyer retention rate**

Conclusion

Season after season, CMX delivers powerful results for brands

As the seasons change and customers refresh their hair care routines, unlock brand wins that shine with CMX.

CMX Heart

Join CMX for our next big hair event

Contact the CMX Beauty and Personal Care Team today.

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  • *CVS Fall Beauty & Personal Care Shopping 2024

  • **CMX Campaign Performance Report 2025

Not a guarantee of performance, where applicable by law.