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

With an average 48% new-to-brand buyer rate during last year’s event*, the CMX Spring Epic Beauty Tentpole is your brand’s opportunity to win big at the year’s leading beauty and personal care moment.

 

Participating brands gain access to premium added-value front store placements — amplifying reach across CVS® channels and driving sales in the beauty and personal care aisles.

Person smiling. Epic Beauty Sale with ExtraCare logo.

When beauty routines reset, brands shine at the CVS Epic Beauty Sale

The CVS Epic Beauty Sale is more than a promotional event, it’s a critical moment when beauty and personal care routines shift, shopper traffic surges and category exploration accelerates.

The Epic Beauty Sale drives more CVS store trips as shoppers seek value

  • 14% increase in promo redemption**
  • 2.1% lift in trips to CVS**
  • 84% of beauty and personal care trips are made in CVS locations***
Illustration of CVS basket

ExtraCare® members are shopping across categories at CVS Epic Beauty now more than ever

  • 48% added a new category to their basket vs. 36% front store average**
  • 4.9% increase in basket size**
Illustration of CVS cart with items

Drive sales and win new customers during beauty’s biggest moment 

  • 52% shopped Epic Beauty Sale for the first time in spring of 2025**
  • 2x Gen Z customer growth at CVS vs. all other generations**
  • 427K new ExtraCare members joined during the fall 2025 sale**
Illustration of a group of people

Only through CMX can your brand win at 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 placements

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

  • Icon of a smartphone and CVS heart

    Premium digital placements

    for bold omnichannel amplification that drives real results.


Brands that partnered with CMX in spring of 2025 saw:

  • $11.37

    average campaign ROAS​*

  • 2.25%

    average campaign sales lift

    with top performers reaching 6.34%*

  • 48%

    average new-to-brand buyer rate

    across all CMX campaigns with no campaign falling below 21%*

Season after season, CMX delivers powerful results for brands


By combining the precision of CMX media targeting solutions with the reach of CVS front store marketing, the CMX Spring Epic Beauty Tentpole drives brand visibility, new customer acquisition and sales during the most competitive and high-impact beauty and personal care moment of the season.

CMX Heart

Act now to join CMX for the Spring 2026 Epic Beauty Sale

Contact the CMX Beauty and Personal Care Team today.

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Where permitted by law. Not a guarantee of campaign performance. 


  • *CMX Campaign Performance Report 2025

  • **CVS Internal Data 2025

  • ***Circana % Trip Contribution - latest 52 Weeks Ending 9/7/25