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Case Study CMX® amplified Dove’s natural beauty message — driving standout results in store

To strengthen their connection with beauty consumers, Dove partnered with CMX to activate their natural beauty initiative across key consumer touchpoints — boosting digital engagement and in-store conversion at CVS®.

A digital trendcap in a CVS Store with Dove messaging.


“Trendcaps are a great example of CMX’s ability to deliver innovative, shopper-focused solutions both in-store and online — building on a track record of forward-thinking in developing new capabilities and a shared commitment to driving sustainable growth.” 

— Dove Team 

Objective

Lotion swatches

Amplify brand equity across touchpoints to drive performance

With a goal to spark connection, deepen loyalty and drive revenue, Dove turned to CMX to deliver emotionally resonant messaging aligned with CVS customer values.

Solution

A purpose-driven media approach elevating Dove’s real beauty message where it mattered most

Omnichannel activation
CMX engaged customers with Dove’s messaging throughout the path to purchase spanning onsite, offsite display, premium publishers and more.

In-aisle exposure through Digital Trendcaps
As CVS ranks #1 in beauty care spend per trip,* CMX brought Dove’s brand equity to life where beauty shoppers are most engaged — at the shelf.

Precision audience targeting
CMX crafted a high-precision audience strategy through ExtraCare® data to maximize campaign performance and help Dove reach 5M+ daily in-store customers at CVS.

A woman applies face cream in a bathroom. Beauty Unaltered logo.

Results

High-impact digital and in-store placements fueled brand growth for Dove

  • $12+

    in-store ROAS**

  • 5.28%

    in-store sales lift**

  • 35.2M

    digital impressions**

Real beauty, real results — powered by CMX

Through emotionally-resonant creative, data-driven precision and omnichannel reach, CMX transformed brand purpose into measurable performance. When brand messaging aligns with CVS consumer values, it doesn’t just connect, it converts

Dove logo

Ready to discover what CMX can do for your brand?

Contact your partner manager today.
 

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  • *Among the top 10 food and drug mass retailers; Circana Unify Panel Data for Food, Drug, Mass and Walmart Retailers; Building 52W ending 6/15/25

  • **2024 Dove Campaign Data