HappyCohortEnter app

Aveda Online/New Look Launch/email teardown

Cherry Almond transformed.

How Aveda Online built this send — a new look launch email shipped as product hero on Tuesday at 12am, 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
Tue · 12am
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
New Look Launch
Creative format
Product hero
Secondary: Editorial / long-form
Secondary theme
Sustainability
Refills, packaging, sourcing, and environmental commitments.
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/1IimkHP2yn7zvCqVmWU1Vw~~/AAQRxRA~/Can79R4oqWZDadNnSHLkdGS-cPBXvI9B7xcRQrVB88U04GgcUY5uSkk5h9ME96-mBlAtt0xTgYS5SJFO4Q_uYKGXqZpcCMtYP-da3GBu-ghhRtWI64JJbl30ygMqgeesHJbR8FWRfrkQNYrLR8NdHuH94jp4sndGpoFhSjQCF_wy5airOKJuRTDd_28JMJ12fm61yUeMazLEkGFcVBJJpRlPfnCDt7A5DuAZ11t_oUza4uSf_FPVygNUQMM9W_IVHaXLfUuEJ--NBM8mN1_YjgzfDNwTNZWpijWtPw9bgAyCJRD7yblApQN-ggc7pVyxAY10sDhhqoLbyaRlRGHM1FRa4Hcs2zmN0xm7T2nWTZ_9Xy6yKgMwUZLlUbkivCIRF_amH51nuEvF7zT-rMxgBr0BHmFeNKGpcT14uqCTV0jrO-SHO9G7Bd8tr6EptO1-Ozhb0ct-fpiAtmvuTzu_-q5SMMoRszwAdvVx9pVe9P2kpBIgqIdMTZaOwZS4yEAe
  2. 2“EVOLVING IS IN OUR NATURE | ORIGINAL CHERRY ALMOND SOFTENING SHAMPOO | NEW! CHER”→ Product pageclicks.em.aveda.com/f/a/rUjlE2LhfdGO4f2uz2pftg~~/AAQRxRA~/7buwT3efxoKDd1ZhF4vp2PQzuH9bsqC6h8D7F_idd-I5S-e7VRHVDpbKgNbT4cD29ZDpXuUT9NURqgDF05oS28UONnzJ5XEfqXP4EO7gg50VFHhGPSicn3jrohWsVPKLm7WS0XJj8r3tnLOWWsu_dHWsv_OdRuYuyuk6vnkXwLtEaQX-to_bgUAfsJGqRvp9t8qhw6R6sZlK7CPsyQOibppbUIbPV0xrTB6UGk1cBUw6PTFzAIhej-3sYEpRbkMzWFcFTNFwmfseM9xkAbLh2U87KI4HTDxcVphX4Qx3_aj4QYjDmDwP5dNeKSO-hTK6j3WOcGeiByGv6FdFJp40lxWWrldHa8ZCk0CC_dB5EyArHiCu0tx2aJHz9SP7M_i-ylZaro_QBIV3w9M5xsuanbXUpQbyZfec93SH_ITE2RgYIsJBLVS7k9fIuZ6sGuLMeWivB54kNAZNIG2bIitTvXeshYD5ePMySi5NRlzzRURX2y7SBUC7fDGY0vaXAMxKlNEhm9aCDn4Hes5kGRSlA4koe_sfqARwARqqR5hdtDWpEORtdY0gStlHqi3Fnsdu
  3. 3“BEST SELLER | CHERRY ALMOND SOFTENING SHAMPOO | Cleanses and restores softness a”→ Product pageclicks.em.aveda.com/f/a/rUjlE2LhfdGO4f2uz2pftg~~/AAQRxRA~/7buwT3efxoKDd1ZhF4vp2PQzuH9bsqC6h8D7F_idd-I5S-e7VRHVDpbKgNbT4cD29ZDpXuUT9NURqgDF05oS28UONnzJ5XEfqXP4EO7gg50VFHhGPSicn3jrohWsVPKLm7WS0XJj8r3tnLOWWsu_dHWsv_OdRuYuyuk6vnkXwLtEaQX-to_bgUAfsJGqRvp9t8qhw6R6sZlK7CPsyQOibppbUIbPV0xrTB6UGk1cBUw6PTFzAIhej-3sYEpRbkMzWFcFTNFwmfseM9xkAbLh2U87KI4HTDxcVphX4Qx3_aj4QYjDmDwP5dNeKSO-hTK6j3WOcGeiByGv6FdFJp40lxWWrldHa8ZCk0CC_dB5EyArHiCu0tx2aJHz9SP7M_i-ylZaro_QBIV3w9M5xsuanbXUpQbyZfec93SH_ITE2RgYIsJBLVS7k9fIuZ6sGuLMeWivB54kNAZNIG2bIitTvXeshYD5ePMySi5NRlzzRURX2y7SBUC7fDGY0vaXAMxKlNEhm9aCDn4Hes5kGRSlA4koe_sfqARwARqqR5hdtDWpEORtdY0gStlHqi3Fnsdu
  4. 4“BEST SELLER | CHERRY ALMOND SOFTENING CONDITIONER | Leaves hair feeling silky, s”→ Product pageclicks.em.aveda.com/f/a/cFqL_unDJFNHJarwqrlz8Q~~/AAQRxRA~/2IpXI4WChp3q1F6SypNQ0SU55WhddSQZfwDA-nRVDdQqdFiQKNINCNOuIVTPZwwXcuWiwR7sMARAHP701PNTxG3pIBV-VEDYB05Z9O8EIrhhTn8mj6ubvlCVWff6OQeb7NNLYW-ivmij0mEZjZkK2Oz5MmrgRV7Zb7uQFYcRU72l9_lMO_0ltTknQB6h1wcOSvJz_lBBqNkm8ub_ezGSqJD64f9ojw6vICpRnb7l_Ej-0YS7fF5Mhz15xRqD-xxVKtkM_YcshJX9oF7hEdr_jytm7W47xKp7xZ4SU75in1i8_7yfmcq9fprOiRqdADNLn21Hj1_Xv6iLcVdsKdnag7JgCN01J2YWgFSi25VQKb-Xerf-tplUG37DbJ7WuF7kn9FbYDhqdb6ErOgIwTMiSYZp0Hn4YKrhSOYI_2qtV2JJUksCUAcfiwg_cKCp0bsxlmw6A4mfDNiduc_78GRP6iZWQ0fljqhryOY9zaukgJ4ut98h5sEFQczUe-3qhblPGVkgJz7Zx0XvqVXMfOv1HbKrsrZl86hglUhmWaLbpe3OfNjdUnaUOkMLHd_XIxOb
  5. 5“Plant-powered hair care rooted in nature.”→ Product pageclicks.em.aveda.com/f/a/wZ4iMb8_Vlkul90f1a791A~~/AAQRxRA~/IWGY4yauRRKyowYHB096VFVTrMw9XFBdnpUFvv4TvF8n-Msrj6D4pY3wc00d6-93mTpNVjJHcK3PXocTv3LVoiUjSnuucVViaPITFwI6QyjgkMdhUQi1Pj1yRdSecdsMFDJte0JgrQ7NOHqvU1dnaDHAeMh9ljYPVUeRighSoGD_QzuJ65cuD0RTD99x22ylGE_36P-vJeKGiB9xsJ2uRml2_IsJ-vfHwqSFP6LdRXRzqVLWjGHcaf_H37mWlCXDrB9uV30QAEKWrtieJn1mVzSkUDsIasTmW9f1Kd7bSMfB67A-XZaRGwYP8L8Zk3gKOAn4ByVUFN8wmpT_1Pl1nC6VZ_XrXaxWiAeQj_e-qNnxG-gD3aLsEFL4uHK3eLjbI6HOqoo7aRLAzrkvtXMmCo0uwgrrhjox8V0Jykaw9G9HcT7PEOwJlp5DCeEdG0hwWSEsjO67uVVfFFtJc20Law~~
  6. 6“100% Vegan”→ Product pageclicks.em.aveda.com/f/a/wZ4iMb8_Vlkul90f1a791A~~/AAQRxRA~/IWGY4yauRRKyowYHB096VFVTrMw9XFBdnpUFvv4TvF8n-Msrj6D4pY3wc00d6-93mTpNVjJHcK3PXocTv3LVoiUjSnuucVViaPITFwI6QyjgkMdhUQi1Pj1yRdSecdsMFDJte0JgrQ7NOHqvU1dnaDHAeMh9ljYPVUeRighSoGD_QzuJ65cuD0RTD99x22ylGE_36P-vJeKGiB9xsJ2uRml2_IsJ-vfHwqSFP6LdRXRzqVLWjGHcaf_H37mWlCXDrB9uV30QAEKWrtieJn1mVzSkUDsIasTmW9f1Kd7bSMfB67A-XZaRGwYP8L8Zk3gKOAn4ByVUFN8wmpT_1Pl1nC6VZ_XrXaxWiAeQj_e-qNnxG-gD3aLsEFL4uHK3eLjbI6HOqoo7aRLAzrkvtXMmCo0uwgrrhjox8V0Jykaw9G9HcT7PEOwJlp5DCeEdG0hwWSEsjO67uVVfFFtJc20Law~~
  7. 7“Aveda offsets the carbon emmissions from shipping every order for every US orde”→ Product pageclicks.em.aveda.com/f/a/W_E_AwF7aP9EEqYZwGtSJQ~~/AAQRxRA~/wRxsgZ-x7zLDuahPCTZd4933qxcjFSfbJvx2-HzE9Z14I3gkP0RDncI8MD3FxTWKUc4X1VpJgU3ByRMt9v7gIRpNugHdpEPiT82mtCuhzfJgK30jIdhGiTbqSeLkqBaHvZhMOZYbeKCF0bc8TUlas_fE7L26jVfTEmutarWe47i1-BNBDuFpOZBLDof4hHL1-_eH-q6bllp25XtKmotdVLyMokjtQWeGDh2JgqEuFSrV4LhmVz8l4nunXURVk-P3ayD5chSqpVgf2Zj1XtqNqdHv2qGpAulLKfIoVNI47c1KyKfTjr8tiWC85z-jFtgKPlrJcS7FV1P2EP0COWzTC47MKEQMCCsQl6Mo4JAQyo4Jw_2iODBFcKEFkIU9QSY52F3eI9bGECTHIB7aFJ--cvFdWTVRqlgzJHBiPoY1P-yZViM20K1jGlS_AlbGEC9UhSBipVrSK7n4ilM_pRsrlL-IH6V_7T9wChZaCuuek1o~
  8. 8“Aveda”→ Product pageclicks.em.aveda.com/f/a/3IiQBxnOBnl323yPo_McUg~~/AAQRxRA~/pMzTACzwZp4dhgBK20ikOgSLEcLzz3MlwVOjiMTE00t3mQHNmpwjMhIyZgcK0T7yIAr_UlDQ9WoiM6IIwYout2WQ2YyRA1K5ofdg08_2xJeNlpI_ZGG-xo2PDf1Pe1GBB4cFlzpAKbqEPHTLgYIkd1vqV77e2GP5uXnqmnUVLzaw79n9hjwHryJf1y8L7zMMGmfK55o2NA7H1FjjwRJbvyP14-Fbz0A00frAgpRTfZCHSq9MqFY7n6Q05kqhEj7G0MJRf1SKQeruGM-quCa-ATHtl1T5fLSNFIg4YMmptTNNEiq6Shl4_TKXSgiuHjXz94p03BpxysLCP7mawEFAlzJTwSfgJTnm-h3kdreNVXzOyYjBJk_R2hzyXghkf57CJF3Ivd53CsgwXVcfghmPSYNFLMB3YCumvhZSkWVcqD3DTYE1KYKUUJrMTa1qViVq
  9. 9“Auto Replenish”→ Product pageclicks.em.aveda.com/f/a/ZJjyAGvJalP5QYl8R65jWQ~~/AAQRxRA~/lul8Om47Os4KRygsOGxdJE_Hw8XKv2g30Tj_Eti5jZpKMIg7EFxSZBYb3GtTD2Y8SexnEGo4D973m5UXQ-RVZ3nB8mbpEggoeDkQ9aWa3xb0wt9yya_lpSWHc_8qeWvP6elLciz4mgksgjtD7GQjkdrev7PZRNKxppQVnuBEuyV3YSUlLSkuN4lhCwiD8FAQ8j6guY0DSdb50jvdYfIGfo6inNo76lWz360TKXHGJF7tpHHuXTXioZAXyfwNbKFasI3c-5_J_vQsjgjKjXyztIdbZFdEIR8qE1KmyghdrpDPex-ro7Cg9Bc4XIdkyN-ulNLqYOjaYntArsjqW1RdSqUFfUnDV1tf7EaNMI3Ke6suViFIN3J8u1MPOPZwIPGJkyMhwnrvjji96n8JiD_ow7VnYaogHdNXfbTRJ81Kjh1CUglHIbmQ3ewB27YpNQUxZMIhHidyNHwtidU9jyjhYqRskO-9VOWextA_xLvnQ_M~
  10. 10“Egift Cards”→ Product pageclicks.em.aveda.com/f/a/d77IgqNvRg22UkRcZmYH6A~~/AAQRxRA~/3ClGfGHWe02TgTYvYkKDz8osdTFJrco4ta6VQxdisb5yO8UiayDuVZx6ggXB0-SlDVSD_l00qiHvcWE2NJ22Tl-7DX-rHmFhQVl8H0FTW0dJ7WbZDL30RH5HE_7NaEn4qdx5f5X-jrm7_O5xqqWvikxqX2jO0ngUTsI2GbsChKVhG4hr9aJ8HGRQS7vdaRrhwY7lPB-UECMvRJFrEYmL_duVM3G9VfcGOnCftqaAylODNXtAbHWuTd4gL-3IqDRgsLXRlrryqyREw1gtojpsVcBA_ER_H-xgg9X5lMoXGPra5nbQrigeL0A1sH4LDzjinS2RsFgCv555XWtqDaJlc7Y0dcJ-VAMmazShVHc9weIt604sfvLFZTtZNFikUXH2pvl_SnzYbpGdsKdXGMckJlEwiup0K2I64JDBur7d8RBw9oi73OcuwBFDyN7fNju9oH5RfXobuUsUzOX9NzWdkQ~~
  11. 11“Rewards”→ Product pageclicks.em.aveda.com/f/a/en5z7inN2RJCKoS6AttWXg~~/AAQRxRA~/LbylC07ZKau9yW-p4gnaipvZYUPFL2pSBiQlcDVuMptVrOv3UBYt0iKBKzoc9aeqfL5Z9ktJzkJ_AIr6cYzNnMoQzX6iJ1aa7IllY9xW4WxfDIX0keDicxLnzmUyL0yBoSLtQ4LIhI0XytYDNNJyajgVRp7-cW4zZOUkKZdQ0dlySpCvwgYAkWaTqbP4VKSItfl59npg3RkAb04jc_Ca6gF4rzBlUN2zgE5v-kFm9cXB4nhRAZ1aUYCPABcnQRRj9BEKL4bnrNI9vuvahL-Ev2j7D4vkSb1hJqnKBLmJlVtNYFbGNmz97x00z2cfUEXDLaWubj5VRa28Mf0iVM3toxgGIsiCnsRwCvSOdQgXASB7hmYxQjGztb5TWizIz02VcA39t3rT2vzluF1JB617QSH4owAh3DcR8aBpDJZ2ntoKYjxvtOz1ZZMzVPyz85oisMuhU3ct9YqyPYMcMlsqn88oiBjiuuynTxQnqfC-Q_8~
  12. 12“Find a Store”→ Product pageclicks.em.aveda.com/f/a/Asamj1ClhzMlFnm8b0s3Ug~~/AAQRxRA~/RPJb6o7lIaSnwXfRr4CSeRIPkyJuBxec8Ndxi7mE7rzmx-WMFK4NnF2gOUvnBVVDkPmeYD9adJ4wie048ydN77GKv-T6Al_wTHPzr4rP3dz4T9kGV_ixJhnB4LgB2NRnbLeHB-b1rFRr7pwYY74GydkVg1o1eBAD47kqYCRTrQNudZvTM6q9nP5ybb1vnf1Pp_XvErcVTpbTgpQvigm6dnlllIfbZ7r6zFPAXXTnI-CYn9cObqVHq-mtZRYbjv3mnJNoFywnkYZcaPYESxcEVFpnhKsA-syyE_B47Vi5IaGwc_s57yXis-AyEU2iSoRfo-FyH-IoQ-01CSfJZ1vAilF3VrS7KmRUcMTcUqVm6Y_ku7APx6ixBqvk27YFQq-yscDJkqVlVXQoVCfhIP2htgxzmSnCVvPH8oRSPBFMGO78FR4HD2KOMc3neQijFsIe9U313mAFAcesHTySUjT-ew~~
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
Tuesday
Local hour
12am
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”sustainability · 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.