Case Study Bold lips and bright smiles made the perfect pair for a multi-brand campaign

A leading teeth whitening brand and a cosmetics favorite set out to drive new customer acquisition and increase sales. CMX® delivered a custom campaign that drove a lift in new-to-brand buyers and higher ROAS.

Objective

Two women facing a mirror in a cosmetics aisle.

Attract new customers, boost retention and sales

The campaign focused on acquiring new buyers to the brands while also driving repeat purchases and sales growth.

Solution

CMX turned shopper insights into a multi-brand win

Audience insights

CMX used insights from ExtraCare® data revealing that shoppers often paired whitening products with cosmetics to build a targeted audience segment of those who had purchased both in the past 12 months.

Complementary creative

Custom creative from CMX highlighted two complementary brands, demonstrating how the perfect lip product and the perfect smile go hand in hand.

Holistic media mix

A seamless mix of media channels across in-store displays, CVS.com® and socials kept both brands front and center.

Results

4 in 10

CVS® shoppers

were new to either the lip product or teeth whitening brand*
2.2x

higher ROAS

than average multi-brand campaigns**
8 in 10

CVS shoppers

were new to the Oral Hygiene category***

Conclusion

CMX helped both brands attract and retain new customers — delivering results that truly shined

CMX tapped into ExtraCare insights and crafted a high-impact, data-driven strategy that connected two complementary brands with new shoppers and turned cross-category potential into standout sales.

Ready to see what CMX can do for your next campaign?  

Contact your partner manager today.

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_{*Inclusive of shoppers who had not purchased either brand at CVS in the last 52 weeks.}
_{**CMX co-branded campaigns from Q4 2023 – Q2 2024.}
_{***Shoppers who had not purchased Oral Hygiene at CVS in the last 52 weeks.}