HappyCohortEnter app

Aveda Online/Packaging Refresh/email teardown

New look. Same Pure-Formance™.

How Aveda Online built this send — a packaging refresh email shipped as product hero on Sunday 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: “A refresh for Aveda Men Pure-Formance™.”
Offer
Full price
Voice warmth
0.50
Sent
Sun · 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 Refresh
Creative format
Product hero
Secondary: Editorial / long-form
Secondary theme
Plant Powered Performance
Hero headline
EVOLVING IS IN OUR NATURE
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

Warmth0.50
ClinicalWarm
Formality0.65
CasualFormal
Reader focus0.60
“We”“You”
Expressiveness0.45
RestrainedExuberant

Reading grade 8.0 — the approximate US reading level of the body copy.

04

Call to action

Primary CTA
“SHOP NOW”
Destination
Collection
Links to a category or a grid of products.
Verb framing
Shop / Buy
Direct buying words — 'Shop now', 'Add to bag'.
CTA count
14
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”→ Collection · primaryclicks.em.aveda.com/f/a/86STtYwyoMRRILlPKUNMJw~~/AAQRxRA~/xs_0lgCl2BShoXe3eBzZ6fxh7t_MxZFoNToPw0wb8o-ccvk935z2bvCJnJQ5H6fK2YWmYJWmGZhwbWLiNIGWWECDg_jrXkPlAMicnIluq-WOaVWUHytD02Snw0Ji8U9FY1uKjtEIzZpkW2CBsqaMgc2vyDbwAWtYRv6dnHsGUsGLRH5j3QYr5hxf6fLTu2W86pCTjOQa8QYWkdVmZGByJukVyb5MhiKC-1MHQT2WOBZWlMsQvMRCucbO9C_7tNCFq7okHAEROVR0tEJ0sa5tokAXYFugaqMHqbBBz0jkFGJ8GQY6pi3jGwZed3hEzoO0Ww2C0hw5zJLHrEweDHTzj9G6vGQK_UGbE2iT2lhH2HOG-7811DK065Yvt8ao_yCP3GawnCeGFADuT1hfq22mIUmphJMcPe3EPpXzBQUIyGARlqZDIAH3f3bcw2N14VZnF-eJpVziCng7lN50l-W1VDI3UHSsXa4KqmbtWC4SHO9BOcuryBHGuFJwujqZYGO9
  2. 2“SHOP NOW”→ Collectionclicks.em.aveda.com/f/a/86STtYwyoMRRILlPKUNMJw~~/AAQRxRA~/xs_0lgCl2BShoXe3eBzZ6fxh7t_MxZFoNToPw0wb8o-ccvk935z2bvCJnJQ5H6fK2YWmYJWmGZhwbWLiNIGWWECDg_jrXkPlAMicnIluq-WOaVWUHytD02Snw0Ji8U9FY1uKjtEIzZpkW2CBsqaMgc2vyDbwAWtYRv6dnHsGUsGLRH5j3QYr5hxf6fLTu2W86pCTjOQa8QYWkdVmZGByJukVyb5MhiKC-1MHQT2WOBZWlMsQvMRCucbO9C_7tNCFq7okHAEROVR0tEJ0sa5tokAXYFugaqMHqbBBz0jkFGJ8GQY6pi3jGwZed3hEzoO0Ww2C0hw5zJLHrEweDHTzj9G6vGQK_UGbE2iT2lhH2HOG-7811DK065Yvt8ao_yCP3GawnCeGFADuT1hfq22mIUmphJMcPe3EPpXzBQUIyGARlqZDIAH3f3bcw2N14VZnF-eJpVziCng7lN50l-W1VDI3UHSsXa4KqmbtWC4SHO9BOcuryBHGuFJwujqZYGO9
  3. 3“SHOP NOW”→ Collectionclicks.em.aveda.com/f/a/86STtYwyoMRRILlPKUNMJw~~/AAQRxRA~/xs_0lgCl2BShoXe3eBzZ6fxh7t_MxZFoNToPw0wb8o-ccvk935z2bvCJnJQ5H6fK2YWmYJWmGZhwbWLiNIGWWECDg_jrXkPlAMicnIluq-WOaVWUHytD02Snw0Ji8U9FY1uKjtEIzZpkW2CBsqaMgc2vyDbwAWtYRv6dnHsGUsGLRH5j3QYr5hxf6fLTu2W86pCTjOQa8QYWkdVmZGByJukVyb5MhiKC-1MHQT2WOBZWlMsQvMRCucbO9C_7tNCFq7okHAEROVR0tEJ0sa5tokAXYFugaqMHqbBBz0jkFGJ8GQY6pi3jGwZed3hEzoO0Ww2C0hw5zJLHrEweDHTzj9G6vGQK_UGbE2iT2lhH2HOG-7811DK065Yvt8ao_yCP3GawnCeGFADuT1hfq22mIUmphJMcPe3EPpXzBQUIyGARlqZDIAH3f3bcw2N14VZnF-eJpVziCng7lN50l-W1VDI3UHSsXa4KqmbtWC4SHO9BOcuryBHGuFJwujqZYGO9
  4. 4“Plant-powered hair care rooted in nature.”→ Product pageclicks.em.aveda.com/f/a/ytG6xKAABQ7fBuzTSrmdrg~~/AAQRxRA~/ovldczyzppn2GwVkKWmR3Zi1ECiw-XTBeJiqmwyLnjIIPavcB3QsvgG1LnHHfxKAvc9eJRuFScQxKGV8DbEWj5zI735wCWoW-P0qGZrtaYwSLTlg8pgbuLtvhCiKfbGcH_SpuUi4KhMYKMwHXSdpTuIkEPVYOzTIy60_uev9mI2-mQNxF4xpVXI-TOrQSuwLFntk2QLxXU8wDbCTgf119-3NirweX6REJeukrCTs3wWHgbUsmFx0SnsqCisiULiN66_zNiYqLtDBH9p6ZqTbFr8S_Ucc--5N8dw-q8-V1m9Pg0ebvtYZxOv_5aoL-glAyKNmLmBeBgbJNFjZ7cayKK6Om3qOz79zXz1xE83xgco1g22B8SAeBKGr4-BTG_LeJhQUeqB9XJRY1ik7iB6ssmDO3Cy14_bLBleoZ2HuGoNVyVNi2sdkHopIvnugjTFbGQ9wCKJ-6cVq_WPo70Ck2jG1Kn_wWFHisqBTH40ckw0~
  5. 5“100% Vegan”→ Product pageclicks.em.aveda.com/f/a/ytG6xKAABQ7fBuzTSrmdrg~~/AAQRxRA~/ovldczyzppn2GwVkKWmR3Zi1ECiw-XTBeJiqmwyLnjIIPavcB3QsvgG1LnHHfxKAvc9eJRuFScQxKGV8DbEWj5zI735wCWoW-P0qGZrtaYwSLTlg8pgbuLtvhCiKfbGcH_SpuUi4KhMYKMwHXSdpTuIkEPVYOzTIy60_uev9mI2-mQNxF4xpVXI-TOrQSuwLFntk2QLxXU8wDbCTgf119-3NirweX6REJeukrCTs3wWHgbUsmFx0SnsqCisiULiN66_zNiYqLtDBH9p6ZqTbFr8S_Ucc--5N8dw-q8-V1m9Pg0ebvtYZxOv_5aoL-glAyKNmLmBeBgbJNFjZ7cayKK6Om3qOz79zXz1xE83xgco1g22B8SAeBKGr4-BTG_LeJhQUeqB9XJRY1ik7iB6ssmDO3Cy14_bLBleoZ2HuGoNVyVNi2sdkHopIvnugjTFbGQ9wCKJ-6cVq_WPo70Ck2jG1Kn_wWFHisqBTH40ckw0~
  6. 6“Aveda offsets the carbon emmissions from shipping every order for every US orde”→ Product pageclicks.em.aveda.com/f/a/VW_J0DC4Zt1LXOUiCTe_3Q~~/AAQRxRA~/cVcn-KSuXmMNmwRwla5Z6CBb51X4-NPUrwHlmqlpZN5VOo1mNY5EVAbxJEnS01DNhHJL4RnFXg5qgdrELB7O6a15k2Xc3oqhh5VTr5HUiuo2UNStBO7xm1TJYzlKao1yYx6tcNzPjLdKy8WLbBZqGU59XhWGyex7M1pkjfKJpjC1ftBg2fNnvjFNwot59UDL1u0Sy9o5wC1ph5hhMFdkXQLBlPDmshRDnF0hu22yQ_hSRCk8BCo2Ba99V9ZOFVx7fUhOG_eGBf-UqovC3I3Ts6xUjSMkPzX6LoNYVOgeGIsCAIGZV20Xpadft3VMxfFxbLYE9BsBdTUZJguzM-e1Yw2TidpEhREmkStvkUVk0MPK4My84d5NNJfeIijZwyT91qxYEDTVmQABNXzliXli2JZ8UpUPCigsM7EVII9hjvNtz4otQznwUWEfDCZWIv7R3PONv2Q0Do_BlTgFJO4a1moWtO_Tw5cGuFUZTVF_dtE3pSFJ9HuaqBEndEJB8tpF
  7. 7“Aveda”→ Product pageclicks.em.aveda.com/f/a/eisvrAD0Wu54gF1uWyuU3Q~~/AAQRxRA~/eGgz2e9mUhk9CHnWoXBGxv5EfKtPUUHqeoI0oj2GYXgVV_N9nwQjhdl4cS8Vc179vP1U_i-QVJII_r3JhmDKefVrHt-_HnZwsyjLcjUij1P1jIt1Zvla7Wrmz4Iy6BXS7Fri3RZhfndysCOj9rM9sTy3uDvUPWRzs1jVOE1qapFMwZ8D63YOWN0UXkOcFhM9SaLm0dTEszNtbug36WPInvXNgEGmazWeOhE9RjvNyvPxOXVDeE0Lbpu-IV_pNLbenQ6QBFDG-KvrU3mFG6KniXpmlJ98u8C9K0d89kxyGKZdlMMSzxjNdTs9PGTZALTF8YeunDkvN3ZlnC5vUMxHCDlUuGbcthF73R0dupOiXKaUNDThxZVGiIcXT863-WN7BU1zhB-UtjSvpDLKzLCCNBufdSbLqOXFpw2JyTH3H3p13twDS1vDL9xElBWWX_u7pyHcDQgCU31Du-x0tKkaWg~~
  8. 8“Auto Replenish”→ Product pageclicks.em.aveda.com/f/a/-uR4XOh3i1mO6vi13sSADg~~/AAQRxRA~/MUF7Xl0u6KeQv3AyQfGFAuD5LZL-5GHPCz5xbfmNN-WzuqFYQYOD6R72Q8JfPFiCldA-hadZ3ZvsZDAD93TzFzYXW5t2N4e2FcDRNr22bdIHigp7WV42u1yIHJaUDVn_9ZjSzFqV_PSg-1cq7b6Y8DOKMGYDn6_Gl9UL6qobS0ub7qS888QbsP6blHJaZtWfOk_TjePE3N-3MDoWwr22YmS0HTnS7awWrzGh6jRUWLqQhp8tTl-6PpNkpbkMRV-lF2QXpwRU7USTIGFBVD4Htyo1ESZ3zjEfMbf8TuaLrZ3OPYYeoKyK3C79kiBqk5sK9JIIAt6w9hfiH0s2x1QGr0cph2vYBdb-fZV__nOgugzNvmCIq-3zb7jbG3qC91b9FeaopYrsUDCNNZoiauyEQ_SJDph1Hj3SnpH35LFawxi06pOx6xjwMnm3NgfAPmxPOUI6Zn3KsZrQMlAFtwm5ZspPrf1DVtlHJHh2zJLFlPb2OpUor02gMNQqe4BU6evL
  9. 9“Egift Cards”→ Product pageclicks.em.aveda.com/f/a/JXGqVzlF_79Iu1oh0imK4w~~/AAQRxRA~/5S9eykNd0BHr1ZFuZvUeYC4-V2hkeL84O8PYpng5tNnvtmG0rDkOexszlpdvqHYQpblVMJyGvImdDCgEr99P8u-yvE7x3QT6mTLItMUHFmZcaoZ7uKaKWzXScE2pY5NYK6wkjica7_UVSsAiTrxVvpSPTN6xpiJxfH42rkUYi2j2oFKeaYXh1ZNXX6lFXpNVmGgIG55Xt-n-9SgfsAQSoryiUSq4s6iJnxoSh8HwUuQHHhPGZ0nOVdNsEmy-WtvlLpHt_s5fgujpGZWKmT0s0RvJhoM-8RoDVh2ZljcU4As8QXeaUeTTKzNQgBMHGtagA0Uzkp_S_Hlu3yl3WzTglnIyilg4zei1Nwn9OqoytUIhbNrsLUEaZr820hvXHRb1nRJ1m7LMgOYxiLL_9E-rU3ZMmFzAhmU7DMYNloMPQLttsGJlSCrOZsUcKTRigApZ7eNVuAsiVbvdkQlOyyufMJHsAcjHB-bmXhg8zwfIRug~
  10. 10“Rewards”→ Product pageclicks.em.aveda.com/f/a/YTrJSAgthwAASMV_hCa3jw~~/AAQRxRA~/-Gv8Xswl8WqMhpUDL3A9Q3DZO9LoG0jmBRPL30hOBHHvKAweKXREjGdJYUOzPwJRV2pFdMfWwXFZFj2RVMI8gaaG8wutiwC06eC1MFAgB7XDssQSyTCyArCr9Dk_DyT88wgDrWu9ALyvdKeqaWvNblzsT5B5o4i32t42t77Tbz4fp5ZujGeBpMcTPNrDL8eT9U5rVfsMNL5nvDHpfO9OYjfMkXNAer6qMKXoWEFU88ngamzHVoLyL_KU3HJ4faeI-iFt1xSpb3BVntu0wtfcMhCNleRSjTwgtgaAWYhGokT8fSgsBdGoVFcR4_W_JGH0lH1QmJ88dYRtzYKDiQqDxbgP0pO4g1LZakPaKQu6bCze-a9GGb0ia06NUi8wwPmMBaQmYR_Wkka1Z3KO5wWYKfBfMnKq7zrgnZ3h0N8B4eUG-njRrbkadDRwWxBuyQtwUrpIMufdu7RbDrVC3QdmduOIGERQvbAUBieti-H2jumC-LPQp_zvP0lxM5khp6iC
  11. 11“Find a Store”→ Product pageclicks.em.aveda.com/f/a/f_A5MDUDSEsWpoltd7IMxQ~~/AAQRxRA~/a6b5M-iopmJvCTuTvRTvQhIjYrYGSmiR2A5h9ksB7toeTWOmtyR129mYK1FhKBeebJ60UEFroBOUvhQNtcWGSSudq4za_jUJbICSpTvu7oUEuaDrsgWUE6X7p0d3iYQTBsS7S6gk3TPssm4nYRM0Ig7uK9RxIAg7BjecdIhDnko-l1Meb8nRwM8l5xhGb4qGfkgZ3uumUz-0APXfzzKZWiYuJGSIqWBD8ATb85dB4Q_8FgVP9gmdrr7CPO5s7KXos4PPV1Cs0V4MYu5TWMLKm41lA5IxQ5lm3x57Xf_pY1M_kXIAav_x16CB4SR-bm5TNX2sz7KS1EBngp8u9kMVYtDIXlfBgcWPxt_4LBGbWY4s3qe4tBdIGiGWx4GVgKDETnwiV6H4o5_ijOPudBodctHgM23LHPYeJ3V5rE9eeO6ZjzSoBxnzAdhrSatJHlU6snk55UDpg064eC6iuick44bNWSAoWqZdu7fN3jEJzHs~
  12. 12“Take our Hair & Scalp Analysis”→ Product pageclicks.em.aveda.com/f/a/8GNmFwO5ctlBZINmQ7F2Ig~~/AAQRxRA~/2X9-zJnA5wDeogImEO1PahUJlb_HqJJYD-nE6i3R-Xm0efv8gFAOl4JclQwv-H9Qi3ZxjZfzuB-iyXMCACEA0ASUg02bBV_TKIELGygbKVRPCTHAblV4uE-5uAl5wNZhbPi7bFCG4rZlIn2afRh2GgVfs-HWDkU-PnX_fk8CNBZv7R_JM_FhwmxAp-A8gZ4znO2f--ajY_F_mEEG1Ee6rFYXLTkoqNoX-Syl05qseQ_9obZjJHMlINvAzRRPRz3Ggkomfh7g36nTOhmv4eheo1qH3mKTUJuRNm2Hc-GOaqWPcwY9Mrf5DKpXpwcyf-I_kkyYsHaHmIey2e3bqEQYFpgjFiaTgEnYtrHXdmVW-QyTIHIb2rzuLF6bbH5NSWDwbnmHowTTNYi3br0FGgjY02uC6IEsqYLSXUr7p3siqXca2vhl-U4-A9NVt9WDQWqTrzgQ2cx4uNpjT5k7_cabwbqgjHO6AEdKf2VSUrWK4nPGpDcoqTmxYc-m9O9z6ytb
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
Sunday
Local hour
12pm
Send type
campaign
One-off campaign
07

Claims & products

Claims extracted
  • “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
  • Pure-Formance Shampoonew
  • Pure-Formance Conditionernew
  • Pure-Formance Grooming Claynew
  • Pure-Formance Thickening Pastenew
  • Pure-Formance Shave Creamnew
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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.