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Case Study CMX® made Big Hair a bigger growth moment for brands

CVS® Big Hair Events are the year’s leading hair care moments and a high-intent promotional window when shoppers come ready to seek value, stock up on favorites and make choices across the aisle.

 

CMX helped brands meet shoppers in that mindset with event-specific creative and ExtraCare® precision targeting — driving sales, new buyer acquisition and lapsed buyer reactivation throughout the event.

Smartphone with a Big Hair Event ad. Lock of dark brown hair and hair care tools.
Collage of hair textures, hair products, and people with different hair styles.

Objective

Drive store trips, incremental sales, ROAS and new buyer acquisition during the #1 hair care promotional window at CVS.

Solution

Through ExtraCare member insights, CMX built a full-funnel strategy around the Big Hair shopper: value-focused, motivated to stock up and ready to move towards purchase

ExtraCare precision targeting rooted in real shopper behavior

 

  • CMX built custom deterministic ExtraCare audiences from real purchase behavior to reach valuable hair shoppers including brand buyers, lapsed shoppers, high-value category buyers and prospective customers
  • With 86% of ExtraCare members familiar with the sale saying the event motivates them to shop CVS more than usual, brands were positioned to reach shoppers already primed for discovery, stock-up and conversion*
Illustration of a group of people.

Event-specific creative built to convert

 

  • Participating brands were given access to Big Hair Event-specific logos to leverage across their own brand assets
  • CMX extended the reach of Big Hair Event creative and messaging to ensure brands could reach the right hair care customers at the right time with event-relevant value
Illustration of a social media app on a smartphone.

Brand promo activation designed to amplify value 

 

  • CMX increased visibility for brand-specific promotions that ExtraCare members could stack with additional category offers during the event
  • Channels varied based on brand goals across onsite display, offsite display, social and more to keep brand offers front of mind throughout the promotional window
Illustration of a CVS basket.

Results

  • up to $10.5

    ROAS*

  • up to 59%

    new-to-brand buyers*

  • $3.8M

    in attributable sales*

Conclusion

CMX delivered bigger brand wins during the year’s biggest hair care events

For brands, CVS Big Hair Event is where value-seeking hair care shoppers come ready to stock up — and CMX helps them win the moment.

By connecting event-specific creative, ExtraCare precision targeting and promo-window activation, CMX gave brands the relevance, timing and proof to drive meaningful results across the year’s leading hair care event.  

CMX Heart

Join CMX for our next big hair event

Contact the CMX Beauty and Personal Care Team today.

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Not a guarantee of performance. Where permitted by law.

  • *CVS ExtraCare Customers, April 2026

  • *CMX Spring & Fall 2025 Campaign Performance Reports