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Our shoppers are bringing beauty home. Make sure your brand comes with them.

Beauty spending is shifting closer to home as ExtraCare® insights show our shoppers are investing more in the routines they manage themselves.

 

From the salon chair to the bathroom mirror, shoppers’ investment in themselves opens up new decisions about which products they need — and which brands they’ll count on to deliver.

A person shops in the beauty aisle at CVS.

ExtraCare members are doubling down on beauty and personal care

  • A compact of blush and an ExtraCare card.

    Our shoppers are keeping beauty in the budget 

    Nearly half of ExtraCare members are spending more on at-home beauty, cutting back on dining, clothing and travel to fund it.* Looking and feeling their best is the priority. 

  • Overhead view of assorted nail polish.

    They’re bringing more of the salon home 

    When shoppers cut professional services, salon manicures and hair services go first.* Products that help shoppers take routines into their own hands have a new role to play.

  • A CVS shopping basket.

    They’re choosing CVS® to make it happen 

    79% of ExtraCare members shop CVS more than competitors for products supporting their at-home routines.* This is where their plans for DIY beauty become real purchases.

A new routine makes room for a new favorite

Better hair days. A manicure on their own time. Results that fit the budget. Shoppers want products that help their routines work better.



And men see room for improvement in their routines too. 91% of male ExtraCare members say their routines could be better, creating an opening for your product to be their answer.*

For brands, understanding what shoppers want from a purchase is the first step toward becoming something they reach for again. 

CMX® knows the shopper behind the routine

Built on one of retail’s largest, longest running loyalty ecosystems, CMX combines decades of ExtraCare purchase history with a live view of how members shop now. That understanding helps your brand:

  • Find the opening as routines change and new purchase patterns emerge
  • Reach relevant shoppers with audiences built from real purchase behavior
  • Build beyond the first purchase through omnichannel media that keeps your brand present throughout the shopper journey
Illustration of lotion bottles and a mirror.

A year of opportunity. An Epic moment for brand growth.   

CVS is an important destination for the beauty and personal care routines shoppers build every day. The CVS Epic Beauty Sale®, one of our biggest beauty and personal care sales events, puts that year-round opportunity in the spotlight. 

During the event, 40% of ExtraCare members look for new products and 39% try new brands* — giving your brand an opening to become their next discovery.

Spring 2026 CMX Epic Beauty campaigns show how that opportunity becomes measurable brand growth:

CMX Epic Beauty tentpole campaigns delivered:
 

  • Up to 69% new-to-brand buyers, with a 46% average in Spring 2026*
  • 80%+ of repeat advertisers improved sales lift year over year*

 

CMX brand campaigns delivered:

  • 29.9M impressions delivered across campaigns*
  • Up to 228% higher ROAS than the category average*
Epic Beauty Sale with ExtraCare logo and a makeup brush.

Only CMX brings together exclusive access to ExtraCare audiences and CVS-owned Epic Beauty placements with omnichannel media to help your brand make the most of this moment. From the first introduction to the in-store decision, your brand can be part of what shoppers discover, choose and bring home.

Make their new routine your brand’s next opportunity

Connect with CMX to build a beauty and personal care plan around how our ExtraCare members shop. 

Reach out to CMX to learn more.

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Not a guarantee of performance. Where permitted by law.

  • *CVS ExtraCare Customers, July 2026.

  • *CMX Campaign Performance Report, Spring 2026.