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Beauty’s most epic sales moment — yours only through CMX®

CVS® Epic Beauty Sale events are more than a promotion: they’re a behavior-shifting sales engine designed to reach shoppers when they’re most ready to stock up, discover something new and build bigger baskets. 



 

Only through CMX can your brand activate this powerful sales moment — reaching deterministic ExtraCare® audiences with precision targeting and added-value front store placements you can’t access anywhere else.

Smartphone with Epic Beauty Sale promotion. Makeup swatches.

Epic Beauty is the moment when ExtraCare members discover more, try more and buy more

74% of ExtraCare members have heard of or are familiar with the Epic Beauty Sale.1 Of those, 84% say it motivates them to shop CVS more than usual for beauty and personal care,1 creating a powerful opportunity for brands to drive trial, basket growth and conversion.

Epic Beauty motivates ExtraCare members to action

  • 87% come to CVS to stock up during the sale1
  • 41% try new products and 35% look for new products1
  • Retailer sales events are a leading motivator for ExtraCare members to try new products1
Illustration of lotion bottles.

Epic Beauty drives bigger baskets and broader category exploration

  • 47% added a new category to their basket during the sale vs. 36% front store average2
  • CVS was #1 in unit sales per buyer vs. the competition across 8 key beauty and personal care categories during the Fall 2025 Epic Beauty Sale3
  • Leading basket-driving categories: Oral Hygiene, Cosmetics, Hair Care2
Illustration of CVS basket

ExtraCare members are the engine of Epic Beauty

  • 75.5% of all beauty and personal care transactions during Epic Beauty Sale events come from ExtraCare members2
  • +21.4% trip lift for unengaged ExtraCare members YoY2
Illustration of a group of people

Powered by ExtraCare member data and aligned with CVS strategy — CMX is the only way to win during the CVS Epic Beauty Sale

  • ExtraCare card and a make up brush

    Deterministic audiences

    and precision targeting of ExtraCare members with Epic Beauty products and promos.

  • Icon of a CVS store

    High-impact front store marketing placements

    in CVS-owned assets for full-funnel brand visibility throughout the sale.

  • Icon of a smartphone and CVS heart

    Bonus co-branded impressions

    Unlock +100% bonus impressions1 through co-branded media & drive a more efficient CPM rate.

Brands that partnered with CMX in fall of 2025 saw:

  • up to $28

    campaign ROAS​3

  • up to 8.5%

    campaign sales lift3

  • up to 69%

    new-to-brand buyer rate3

Epic Beauty is your brand’s biggest opportunity

For beauty and personal care, Epic Beauty Sale events are the most impactful moments of the year at CVS — when shopper interest peaks and the category is top of mind. 



Only CMX turns that moment into a true performance opportunity, converting shopper momentum into stronger reach, measurable results and bigger wins for brands.

CMX Heart

Join CMX for our next Epic Beauty campaign

Contact the CMX Beauty and Personal Care Team today.

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Not a guarantee of performance. Where permitted by law.

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

  • 2 CVS Internal Data 2025, Fall 2025 Epic Beauty Sale

  • 3 CMX Campaign Performance Report 2025