HappyCohortEnter app

Aveda Online/Packaging Redesign/email teardown

Cherry Almond transformed.

How Aveda Online built this send — a packaging redesign email shipped as product hero on Monday at 12pm, carrying a full-price send (no offer). Below is HappyCohort's field-by-field extraction; the original creative is rendered at the end.

From: Aveda OnlinecampaignPreheader: “The formula you love now has a new look.”
Offer
Full price
Voice warmth
0.60
Sent
Mon · 12pm
Format
Product hero
How this send compares
  • When Aveda Online does discount it averages 15.0% off — 5.7 points shallower than the set average of 20.7%. This send itself carries no offer.
  • Voice warmth 0.61 for Aveda Online vs 0.69 across the set — a cooler, more clinical register than the average competitor.
01

Message & creative

Message theme
Packaging Redesign
Creative format
Product hero
Secondary: Mixed / modular
Secondary theme
Plant Powered Ingredients
Hero headline
Cherry Almond transformed.
Emotional appeal
trust
Calendar moment
Evergreen
Not tied to a seasonal window.
02

Offer

Mechanic
No offer
Full-price email — no discount or incentive.
Depth
—
Promo phase
Not a promo
No offer in the email.
Promo code
Auto / none
Minimum spend
None
Urgency
None
03

Voice & tone

Warmth0.60
ClinicalWarm
Formality0.55
CasualFormal
Reader focus0.60
“We”“You”
Expressiveness0.55
RestrainedExuberant

Reading grade 7.0 — the approximate US reading level of the body copy.

04

Call to action

Primary CTA
“SHOP NOW”
Destination
Product page
Links straight to a single product.
Verb framing
Shop / Buy
Direct buying words — 'Shop now', 'Add to bag'.
CTA count
15
Multi-CTA layout
Primary destination URL
clicks.em.aveda.com
No UTM tagging detected
Tracking domain
—
ESP fingerprint · Unknown
All CTAs · top to bottom
  1. 1“SHOP NOW”→ Product page · primaryclicks.em.aveda.com/f/a/swMPdX3NyFMn_ip2wNHlkQ~~/AAQRxRA~/WxSU3baoDIQRyz3Z94gBSkQp0nH6VVOUeEDR7fWwyT2j0FpTUQRDY3ICbVlBDw1AfJXSapXCRQgrseuDZGVXyUlaHofk7h9mlfMuRzhl_BCOtNAHaTZ_d8GvHIr5T0FI1XYMLbAIHjBsk8L4BiSXCIN1Oc4TulFCZ-sEKp6xGjSlyBZqZuRTA8-ljOvy4MH0mhafSvlZJOe8Tk9H39vO_jIYSgwqo6fjM2R4KJ_eaXde-NjGc9t1b85uw1HPjQhFshdOreN2f-vgj_fKh4-LXIcMXXNf7UeaMbcM-bgQDXyHo10bZElukjIF9KrfkdtzVSxSSP_dzYhsdkuFckHjPvn7wZ3CqmL2bKrspGZM41BQYJUsRAouke-HASrAGhNNuirWbVdhqTfu3e2WY3m_vfy39t-hOj5iAiPU5Oc5BbP32AkUAvhxTuz8JrszpMVORxlOSwmMhV-ZXm5cvdRrq0mRISPMU2UmK7SnoXt9QdA-rd84B8Wq-UcD3e2OsR1K
  2. 2“EVOLVING IS IN OUR NATURE | ORIGINAL CHERRY ALMOND SOFTENING SHAMPOO | NEW! CHER”→ Product pageclicks.em.aveda.com/f/a/VTZFgdvkojypRq5Ya8arjg~~/AAQRxRA~/09DIciKqwVk4WIh-yr9E6RTSbX2xTsQ7yRpBGJs11VYrzWwu9KVUNdwAxa9Yxji0Wf3IbmETmfuVmt04And57mTcqtr-vj61XI6ovSWp_71a9JI9WnadnUyY8CAh-9F8emM9LwgYXOGH4nOb4fJNizouU-OWdkTfMs5RZt-aUcVAQTjoBCLaVntYsNo2ZRRqvgsbg64lVBsxKyuSEqoJGtcJEDq8fzQaOCMK2OBEExyTWiSaJmnNLBKP1FH1qb7NPocdJmL0uPLngoWVkl-zVdLKcoyEa6J5LQ5NpCQv3BuAZNYDDvCPQs3tjQsgcgtQlBlTTLuc4nqlESQC3zgFgksZoTCK82RoBdvD6VpOakT07nsu-E6ezUNyFifyGUcO823XIhI856UAlAmLDRliXfYOq_hQhTnA61FTW1U1gRM-PqyTki4-mdR4brtK26xw3ovUxt2FvCW2XdytDrFAKnDACuRZioeeiQyli_bUm4QJaIE-RN4jfd_BpyVydrp-qFAOz45t5OECECK-OOSCSTJ0JUjXMa0PKYHv8dQJnMWwQc_vMOt73m7CYviuM1sW
  3. 3“BEST SELLER | CHERRY ALMOND SOFTENING SHAMPOO | Cleanses and restores softness a”→ Product pageclicks.em.aveda.com/f/a/VTZFgdvkojypRq5Ya8arjg~~/AAQRxRA~/09DIciKqwVk4WIh-yr9E6RTSbX2xTsQ7yRpBGJs11VYrzWwu9KVUNdwAxa9Yxji0Wf3IbmETmfuVmt04And57mTcqtr-vj61XI6ovSWp_71a9JI9WnadnUyY8CAh-9F8emM9LwgYXOGH4nOb4fJNizouU-OWdkTfMs5RZt-aUcVAQTjoBCLaVntYsNo2ZRRqvgsbg64lVBsxKyuSEqoJGtcJEDq8fzQaOCMK2OBEExyTWiSaJmnNLBKP1FH1qb7NPocdJmL0uPLngoWVkl-zVdLKcoyEa6J5LQ5NpCQv3BuAZNYDDvCPQs3tjQsgcgtQlBlTTLuc4nqlESQC3zgFgksZoTCK82RoBdvD6VpOakT07nsu-E6ezUNyFifyGUcO823XIhI856UAlAmLDRliXfYOq_hQhTnA61FTW1U1gRM-PqyTki4-mdR4brtK26xw3ovUxt2FvCW2XdytDrFAKnDACuRZioeeiQyli_bUm4QJaIE-RN4jfd_BpyVydrp-qFAOz45t5OECECK-OOSCSTJ0JUjXMa0PKYHv8dQJnMWwQc_vMOt73m7CYviuM1sW
  4. 4“BEST SELLER | CHERRY ALMOND SOFTENING CONDITIONER | Leaves hair feeling silky, s”→ Product pageclicks.em.aveda.com/f/a/unCbU57DM22uFcZf-gl7UA~~/AAQRxRA~/fKXs0nrQrXImdvS2_HnQBc4DcIAFMEIWncDZExa7MYfAjIPEm3Qie6UDUyqwHfmlpHDpX8ObvP1wMINTjvIGv12mnoZ8WtJUx88UazpxKNjnbrVu8qan_NSkU-biMrI5_JYLrTg0l0VtQ7Ly4-kcWNoBLjUN5yZ91eICwOM5iXQuOlVFqMbt1pB9bstw9TlCwXcY3Yfeyb0Cl_BVTGa_YH_iPyh74V3s1iNC_knJQrwe0pAKYE2iakYyMrZi4ts67yNAMXNxFKYiGrcU6tlPpvCjrLn0a3RJH-rD464QwvFDuvv1ek2XJjH86NkTrX96n4FdqzfMD5rCgeIK6lks9LyMPYj9OYiNoNTrr_fgnx15X5hs7-QbBBzGsfzJhqRBRC6w_2LdCE2cU_EwK7RQ81Q9JRJ6aVvdsvnfnVbsviufJjNDOeeZvmnnXzAwHJUvl-LVxk_0NjB__KFg8wRRBvJxY4PPpY69AqNxDUkWbcbKZXN_3Hy_M6Qgvp_lHcIbc3q7YyilznnWjc4ND_KsJPSpNBc78dMEBIKEaxxxj-T6gNMq_TlhRrvcBczXg0zF
  5. 5“Plant-powered hair care rooted in nature.”→ Product pageclicks.em.aveda.com/f/a/yfAc5FdSynMi-ZSz9Jk1xQ~~/AAQRxRA~/vGMW3dufdBzhnVhx_VKQ-4l5ItETVjp1UxB3w7SmQrxv0izMX1dLa__G4iDkM0gfz3Zn-B27dS0DWXLivgmFuj0VuLF6zN_QJBPtmizCjXKZi4Zviv_0pOnYThCC7rQPR11QxtaTWRYesV_MnRma8B2VK3JrhYJXQphGltlfs_IHUp8ksu6W35kereyu1pNunjMpyX6crb4HOSgGJmdt8idbudTrbP6XlZezvEu7-Wtj196MHUG9BpcMP3At62ino40n-NeSQLdExvQeVpAJ9yqtM30z1zjIkXs6kWtCXy87z8uHoIJCsTYZL8mTmn-B4YBtVVa-kQzj8bo92JSUAmIesZ6ca1ZOoh-OMcoHMBEPcyxQC5napLq5I1Gt4LEfqvQnAEvNgWKUdai8ualbJvWfUWhWcdnDjhimFSVyFS7WmrTSGX8m71winlsqYzlyJ4Op6nqfFmu2aK7c3RwIBg~~
  6. 6“100% Vegan”→ Product pageclicks.em.aveda.com/f/a/yfAc5FdSynMi-ZSz9Jk1xQ~~/AAQRxRA~/vGMW3dufdBzhnVhx_VKQ-4l5ItETVjp1UxB3w7SmQrxv0izMX1dLa__G4iDkM0gfz3Zn-B27dS0DWXLivgmFuj0VuLF6zN_QJBPtmizCjXKZi4Zviv_0pOnYThCC7rQPR11QxtaTWRYesV_MnRma8B2VK3JrhYJXQphGltlfs_IHUp8ksu6W35kereyu1pNunjMpyX6crb4HOSgGJmdt8idbudTrbP6XlZezvEu7-Wtj196MHUG9BpcMP3At62ino40n-NeSQLdExvQeVpAJ9yqtM30z1zjIkXs6kWtCXy87z8uHoIJCsTYZL8mTmn-B4YBtVVa-kQzj8bo92JSUAmIesZ6ca1ZOoh-OMcoHMBEPcyxQC5napLq5I1Gt4LEfqvQnAEvNgWKUdai8ualbJvWfUWhWcdnDjhimFSVyFS7WmrTSGX8m71winlsqYzlyJ4Op6nqfFmu2aK7c3RwIBg~~
  7. 7“Aveda offsets the carbon emmissions from shipping every order for every US orde”→ Product pageclicks.em.aveda.com/f/a/j1cAUqbf95Ixt0O6oE59fQ~~/AAQRxRA~/bth37YpPnQg6RJKU45Gr9NSAxM-sd0r7txzOYOno6GFe2p0dOFgzRwqZX9HQ7N-hxV-TaCadJewHe_hAgDXeDN47sHSqEsWt4xB-IVGTDFHZqdAcWkg5DC4nnXO8UuWRkuyVxODzQqdY5GefDx1O8CHX_JNfgZFO9wGfcCDPBXJdcZJ60n_FkTfi-63kVY-QcbgoydFcFO5Vb80gsxG3m7BKbdI2tE5fGpzEZp9VdVlKC0lPlQ_reaSaDwNZ2AX3ypA8mJUtik71mv9KzPuc3OD27grCM5Xm3ks_OPyTfsrJOwZoAGuA9u26N36p3XA-enZoLj2EWjCfJWeZjZt9Lg7mFghZOtD-RKDoFzCCJKC_eqL1RvdUYPayLxMGHGMpd4u0T6V6LWfAYF1fN2se4t5ogAblKzAo9_rUIsXDPiVy4KDGvFqLLenVJiL24H1OW03Ut6wHmDkJExbuHxuDpr_MrJhfwmdN99Z2Bh3tQ6s~
  8. 8“Aveda”→ Product pageclicks.em.aveda.com/f/a/FQnlWAPbB9XdFIGWSlUq7g~~/AAQRxRA~/WxKYNtAfj-AEC4fRiPiZMXHvmNlMM4FalXP9MZzu2UwToQ-j-HZJRfyqeTA43x2ce8TcbQKxpPEdNAUe1uDyR9SpfH1u_mhRmTajQcH_4Yg8dPC0QWPOUoArV1vOScZYn4r6mZetHOfdX1q1pZC9RlWsha4-5aiju07rSrxu2laYg4SjrWED1Zv8mQYUZXXvpUhFm3y6iqztrawGPnoJUgXpL8YKRbFfdM0v9gyRnv-v3sFhUVJcnysaa7JFYy3vJBRodKHlj1IcUH25YTIpo8GS66N_KoWLTeoRrNTSCZJ1nb75Bubwg3Exg1t_tlaxRWPdpqox8WyvIJ40uhjFRpKeKwNTT1iyZ6FobbvbQEEaFvaK100eyPWW7cGZaxB4XriKzIlqmCEaB9ybx2eYVADvn5IzQdzikOC5SQJ5RmXISk1aGyXnHeTz-ATUWvil
  9. 9“Auto Replenish”→ Product pageclicks.em.aveda.com/f/a/aLkw07SY3Es-LW_LrPkd1w~~/AAQRxRA~/_WJQMaAZ4JfyxfwEi1Evsnr-F0KpbfjRqzIcUFmgg8DUtedkl-bpwL-yzdgDh3meqdyiTGkEpXNjhMrPZKGvHQeQ-77UQ4HmqxALSAPr_Q8L3A4DUjeZWyDvAfLvnwtKBSAnW0PMp3reS9Dk0hi61atyzkbG41nkEmjOxR0TCn4QeP0FMVJ0SM7Vts-Rh8VCAXWQHmvJ92J0WsNAhmOH4cEVYkTTfJT3IdrJqo3VEcCyUAEJB7b1hTwJSxzM7H-xfPziEE8Otr690PLQGWsFwJEBJKTRHHzoeLazW9bkB_ORVxdD8xQCqGsbImN4fEqvoCaEixou644Ch-NvHuw6YrCuECf4Os8F4DxmGyTPwTj9ZENUeYuq2NMWfBoI0Si6ptAKfh0HMr2uWbW5CpZwJ5aCEK74XdAT1qggN43wq_9DI1jW912aM3idaOWQVLqifAbk7KGEI1rCTPDYm6fU41NdLXdJzCS2q4dJrdAkV_M~
  10. 10“Egift Cards”→ Product pageclicks.em.aveda.com/f/a/n8mHBV0w-pAkk2hGThXqBg~~/AAQRxRA~/juZJfOADbuBKX6rfn_I0Tv7rrWLoV_pgR_QEH4PYBk4io5yPEgTqivIlinpw09BMBGxN7zibeJJRbX-pglIRWGKV1xS53kxxPvLBwg5G2fmHvsQVbAeLy66j2_sIByKXf0WFUKzk7sFusEzi_xRGtAGnnYZr2nRTXFNahTay_2xSq82X0CK4TJrzV-CYqSHxBoHqTd19j9GsyZu259m-87-pHxWZWTMrKDPA8Nr2mE7-SmOhHecDwjoSCvm4r-nsCRQ6m2jYOtiGN05oj5FofSUGEn3TL1Q1Vmu49x5ClL9UtWedw0X5kpk0vmhK0JcgUb5scDpe1L3Tid5bawnfN185qBAdURg49U5ap9jnL8uQ1vXwPfr79KRG7uC_M7txr417NbxIRJGZr272qFqjVsTrTmHbFlblN3rx1O46TH4TMpmAOOwtF9omQ1BhE20hpl6nc3who5Qg35dWZpABCQ~~
  11. 11“Rewards”→ Product pageclicks.em.aveda.com/f/a/rEaGpdCz3oKpVBDWqjTgFA~~/AAQRxRA~/yt0Xwr56WKHt2cYuf8xvEfGI8IrDJNKxICKxm9uchogN0amsbMmIRWGfG5auCgsLYuDUf5TcVgstOmRDT_0f2DGObsrknj67hbYlUid1SiKSZGe0uLmzvX0U6Uh5hkE2Ecq19w3eFRcPFF-WwoWQywuwQ0OR70uHaLx1le-HrzHCHKXIMkYbrD40fLT8gLX9v_K_pnA1n122W319JCywj7fbEIipvoPnor3NCZ50RhRyuRFcDcjahHrdq_4ZyHbWOLkzO6puSsaUYRt_X1znVbMz3S65Qy4wflmLDteOUo-rjaIcxPQo07mLl-QtPrM1dQBQ9zMltT_DX90JgKg6AXQIXe0aSWxAPwqBHQCcV43qNTs2G3QsP9HFKhw8kJnAanimHRdOExC-Kn5-U8fXpxDCGlAQec0w4ZFh-XpZs9hRq4TSRypNW6qP2HHK-bkakyCgRct3oVzKqBOFl6NyN1JxTmwge3FUbTW-wLxcC2o~
  12. 12“Find a Store”→ Product pageclicks.em.aveda.com/f/a/HYhtxnSYspZK6JkzNW5uSA~~/AAQRxRA~/OUtTHQ7BFuCfs3nw-k9-TWKRwSDQuAEaznhiMN2csMi-GcwV0uJc8el0A5q-NfNKxI5qNzkZxcG7UjyefbEFG2zkaCBEPAQJqDfpQ1zNfu6144J3Bm0RGbAh4DL2nNvZhLAGFxJouK6eBLyjOIKDS9HikPI7LPXsA7b93PXJncC5-NMWtWWayADguKP-Iw1guzf_BD_3AdP63E4u3r3KyXyRGx1sLzIeUKbIqxm8xyH2y3dsZPOZF7Hy7UizWGpO_BbfZ4uf6lOQWBxqla6Q9eskwXsdjeExiU1S7PyKFXa35U8ob9dN5P7LSoyEm6B6_Pxu260_wZ7RdgmxuxTp3VCZl4vXCZldXAf6P66eWw9UPobEQQ87I7EC4YKbd2wSIdU6I_6bFZI73Jx7oDeoXhLXQyBAPY4WDF-RxL8yRYOZr3kepGNaKl4tvKushA-DZLsMWJOVvOEFh_Iud_Wmdw~~
05

Deliverability posture

SPF
None
DKIM
Pass
DMARC
Pass
Policy: reject
One-click unsubscribe
Supported (RFC 8058)
Unsub scheme: both
From alignment
Aligned
Domain: subdomain
Footer hygiene
Minimal
06

Send timing

Day
Monday
Local hour
12pm
Send type
campaign
One-off campaign
07

Claims & products

Claims extracted
  • “Cleanses and restores softness and shine.”efficacy · unsubstantiated
  • “Leaves hair feeling silky, smooth, and touchable.”efficacy · unsubstantiated
  • “Plant-powered hair care rooted in nature.”ingredient · unsubstantiated
  • “100% Vegan”ingredient · substantiated
  • “Cruelty Free International certified”sustainability · substantiated
  • “Certified B Corporation”sustainability · substantiated
  • “Aveda offsets the carbon emissions from shipping every order for every US order shipped from Aveda.com.”sustainability · unsubstantiated
Products featured
  • Cherry Almond Softening Shampoonew
  • Cherry Almond Softening Conditionerbestseller
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08

The creative

The original email as it rendered in the inbox. Shown for reference and sandboxed — it is not part of the indexed analysis above.