HappyCohortEnter app

Aveda Online/New Packaging/email teardown

New look. Same Pure-Formance™.

How Aveda Online built this send — a new packaging email shipped as product hero on Monday 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: “A refresh for Aveda Men Pure-Formance™.”
Offer
Full price
Voice warmth
0.45
Sent
Mon · 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 Packaging
Creative format
Product hero
Secondary: Editorial / long-form
Secondary theme
Same 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
Launch
The sale opens and the main offer is shown.
Promo code
Auto / none
Minimum spend
None
Urgency
None
03

Voice & tone

Warmth0.45
ClinicalWarm
Formality0.65
CasualFormal
Reader focus0.55
“We”“You”
Expressiveness0.40
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/x1o0cyRwYBKVkeMBk3nGCw~~/AAQRxRA~/7FsTvJEM7WJxIjiM8rUkSapeeQe7ioOJM806gSeSGOgupHxkb6AYkLmEXQmZcSIpcaEua6AnAuwtOC0Q_qYCLstLa2iJH5tj_RBeQY9uEJ08uqde1tDus8nnsCAz5oTijJ-lljQniKgr2Y3En1nvAVCJJ95GmpFuZTEF7n0dEgSK422T3tPWCfMk4kMnMqsWFD38UOrnMogU5q99OLhHgk0_cKhftmo-3X10y0ZcVRVlHtJbfBUxas345UWegpRv02b-yt_SEshqVYViCWlgbR36F13H02hZOmDkVZ5VMu8quutP5MpBPJroCur6aIAniiGJOsr4iPQPbX30h-TmgeTYBmYztxvQLotj1g-92mUU6QxqGJH3XyVizmeMzKNG6bYH1Ze2Q-tJ9FnRn2wKb-vQJB5RH8FzBmXpKs2xuxOWwURAFqOX3aD_0Mk2PoWgkfOnM1ACtQz70Z_k27j15FGm8GpJKrIKZdSXn2QWQgjfjRZAMkuBgmych6wX-wga
  2. 2“SHOP NOW”→ Collectionclicks.em.aveda.com/f/a/x1o0cyRwYBKVkeMBk3nGCw~~/AAQRxRA~/7FsTvJEM7WJxIjiM8rUkSapeeQe7ioOJM806gSeSGOgupHxkb6AYkLmEXQmZcSIpcaEua6AnAuwtOC0Q_qYCLstLa2iJH5tj_RBeQY9uEJ08uqde1tDus8nnsCAz5oTijJ-lljQniKgr2Y3En1nvAVCJJ95GmpFuZTEF7n0dEgSK422T3tPWCfMk4kMnMqsWFD38UOrnMogU5q99OLhHgk0_cKhftmo-3X10y0ZcVRVlHtJbfBUxas345UWegpRv02b-yt_SEshqVYViCWlgbR36F13H02hZOmDkVZ5VMu8quutP5MpBPJroCur6aIAniiGJOsr4iPQPbX30h-TmgeTYBmYztxvQLotj1g-92mUU6QxqGJH3XyVizmeMzKNG6bYH1Ze2Q-tJ9FnRn2wKb-vQJB5RH8FzBmXpKs2xuxOWwURAFqOX3aD_0Mk2PoWgkfOnM1ACtQz70Z_k27j15FGm8GpJKrIKZdSXn2QWQgjfjRZAMkuBgmych6wX-wga
  3. 3“SHOP NOW”→ Collectionclicks.em.aveda.com/f/a/x1o0cyRwYBKVkeMBk3nGCw~~/AAQRxRA~/7FsTvJEM7WJxIjiM8rUkSapeeQe7ioOJM806gSeSGOgupHxkb6AYkLmEXQmZcSIpcaEua6AnAuwtOC0Q_qYCLstLa2iJH5tj_RBeQY9uEJ08uqde1tDus8nnsCAz5oTijJ-lljQniKgr2Y3En1nvAVCJJ95GmpFuZTEF7n0dEgSK422T3tPWCfMk4kMnMqsWFD38UOrnMogU5q99OLhHgk0_cKhftmo-3X10y0ZcVRVlHtJbfBUxas345UWegpRv02b-yt_SEshqVYViCWlgbR36F13H02hZOmDkVZ5VMu8quutP5MpBPJroCur6aIAniiGJOsr4iPQPbX30h-TmgeTYBmYztxvQLotj1g-92mUU6QxqGJH3XyVizmeMzKNG6bYH1Ze2Q-tJ9FnRn2wKb-vQJB5RH8FzBmXpKs2xuxOWwURAFqOX3aD_0Mk2PoWgkfOnM1ACtQz70Z_k27j15FGm8GpJKrIKZdSXn2QWQgjfjRZAMkuBgmych6wX-wga
  4. 4“Plant-powered hair care rooted in nature.”→ Product pageclicks.em.aveda.com/f/a/pBjLns9XzOecOh5TsoSjGQ~~/AAQRxRA~/uNk75naaQuXuFFRF_njYRknsX8eIPiWAxcKC9hnsJ59PTjNYrQ4CaywaclMlyEk5Rau9M7cqPHmaUyAe0aWdHKLaJ_VyGyKyDuNo9cWG0EXdiO-D80n1J2aNRnIwamAX9CuLF5QEGAPN-owLHIhVpV5bd6meA-XcI7XGIJKi2dfTd6mzCTtLZXEyaG4Zjx4GwdvJhWcBhaxi2LB1do6QAm2hvBeA-jzzFkXMAdaZpMLpjhdC_vEXW7dyw2NsyTq8bQ-0SCiS22MB7zPGfKy9lIqf_SNaRDOZPfgz4lA8K1Lv91xXTsCzLXYk4a5kyhnGQ55x-Gc57nINWmTTqRJCAChvU1O4CBNjbJ8LQZlYvfG4GkO1HTXSgw_8WbxOkzVrosuZ7o5b_INYhIsPMHKU30qer88yuVgYvurFPRYzbJycJ6K7uLcf310Y2Fu8xO-WGlaTF2myiTLmRV2Aahckqkw6RGX6btUkpsM68oAig5o~
  5. 5“100% Vegan”→ Product pageclicks.em.aveda.com/f/a/pBjLns9XzOecOh5TsoSjGQ~~/AAQRxRA~/uNk75naaQuXuFFRF_njYRknsX8eIPiWAxcKC9hnsJ59PTjNYrQ4CaywaclMlyEk5Rau9M7cqPHmaUyAe0aWdHKLaJ_VyGyKyDuNo9cWG0EXdiO-D80n1J2aNRnIwamAX9CuLF5QEGAPN-owLHIhVpV5bd6meA-XcI7XGIJKi2dfTd6mzCTtLZXEyaG4Zjx4GwdvJhWcBhaxi2LB1do6QAm2hvBeA-jzzFkXMAdaZpMLpjhdC_vEXW7dyw2NsyTq8bQ-0SCiS22MB7zPGfKy9lIqf_SNaRDOZPfgz4lA8K1Lv91xXTsCzLXYk4a5kyhnGQ55x-Gc57nINWmTTqRJCAChvU1O4CBNjbJ8LQZlYvfG4GkO1HTXSgw_8WbxOkzVrosuZ7o5b_INYhIsPMHKU30qer88yuVgYvurFPRYzbJycJ6K7uLcf310Y2Fu8xO-WGlaTF2myiTLmRV2Aahckqkw6RGX6btUkpsM68oAig5o~
  6. 6“Aveda offsets the carbon emmissions from shipping every order for every US orde”→ Product pageclicks.em.aveda.com/f/a/Mg8GhW_wGiBn9MilDbzUEw~~/AAQRxRA~/Vm5_aCPDYKIA_mx7xclMHmMCk7Df_LeYEDxkrocnz8__rI0P87B_O7CEnyCOJ6amXnbkt-KfDi0u0somjWeS7UTzY72gPy9iBN_GpFzCEei8zaXsHheDzjPBTxpjI6-GBPJ_gGJ7xoMqZqYWI5UlkIcVdtdm7v5hftns9k0c_l6787ny9gevZhlXHB-nt3L9KGJuacyL2AAQtrOL_zC4lZZZXgJ-J89T7yInQsP0gOxR2TCIo7L5MFPY0xq6xiwnwjqaetCOwsxcVFCrilM0N7eU4MunlHt689WeXdc3myE6nFTRQwd6lrwt_dXCVE6leQAZumlTpvcAZsX1AoYuw6Z5y38vkU37kG-n3uU0lXZ27ShfENSPsVzc1P_lJ6vA2UclkVS4lbSbx1SkBvFw-bMLxbLpaHhV1Gzt5zu5RUJ3_W6ArDnCF_jFxlbEWD9ngeJsGwcsIrm0AqSr40JgkmHw13BJ2OXhOgHOGcb52X5ty7KXqsIiOKqi0kqY6KT9
  7. 7“Aveda”→ Product pageclicks.em.aveda.com/f/a/dVbvkeXby0PiySWOFcWDtw~~/AAQRxRA~/-IothIfnwJPFSZbMgdkKfrZ1oZoZBIwA5WmDtofuRlCN9Pn6Xj4HPtXXEVxSfTNzGTt_Wg4qTs5ojS7q_hFqD1MCzCpa6gx50pjkih0-bICHY78ZkwceqFdORKfU1_wi8CtCfo2z2XzU8ODiyCIIPLd0mIBIrd2xtsLf8sptWBuiLPKG5pL-XggTE4c6X9ASxD2wzxGdK3vTmeO6E5GSbxvdhLdhqQ3WrRVWZ0ngudAwMrSZj98MZr6HejjDwNpEnuFQt8I7I07qThOQ2H26l7yP_b_442K9i0WE654mCsntQeciFaDNOhpappsRSoybWRpg87icjCBTiHHeMjihIrSzOMO8LOSz1utCoRS2ur9KXrCjQhTJblgiddfTagMzIPneyYCFK-TM-kCb-h281fURwS7KRiBFkRNmfi-W_JHlAi0RNhA4ADHdWDSScVzgHxwxlQktSmmnKBsmcDr1XA~~
  8. 8“Auto Replenish”→ Product pageclicks.em.aveda.com/f/a/pAjEjBFFAcApEd0L6g-PIw~~/AAQRxRA~/tMPdysWhoxl-xyeoUsEFZG8cMUxepqexUup2U32UOgyv6EID9iEfucGF3ftfePZA3xZ3AUigqhH5E6bshI9NdZpz089OQIEB118qCYkynjoHeGPUPowQKRGovElQRniLpsHm8wi5YZji0oVhM0c5GMEoid5ZTAAuLikG7UggkRK8KPdsAC4Q7uvHa0cevf_mgOT3sPFK1-AsPkqkgqg8se-ww5hrnHLQanrk-lwDTzAjJLNtE75uoJ4C1h7LxYgrKAvj8q77BejpM8agX5eeJ6it-dV1uOkBdnyDacpYzVflxRsxA5IIgj4h-WfZSL0NYCKDm55EjzIdJBm7fXfegdUZLsESSM1Zu3dURfsJQE-6A5NV10U2mLjVq9O64hMbn5PKLmTyTAU6cMvw1DJWzlMm8fJrtm8I70PGm35P1RwmRbItkKGfDJL4MWiBbrLLH9DaPeNPCpQFyyn0ttGIvZUmLX1-yCb3wYwt4dJc1OenMlMrIlZJgf_7n9SwFxOH
  9. 9“Egift Cards”→ Product pageclicks.em.aveda.com/f/a/yFtdMcXzEg2rJpCA_D1K0Q~~/AAQRxRA~/_dIZha_oZ2joVm9jHlUkUVx3HNcvCUlvD_ZP8PBog4979M4XkdvBzLTRddYlWvh4J6WApbo0wyTkl-XocGR9G649RB350gQxjmBu4YvZ5rc35nuPnUk51y7zwMRmROOqYNluO2uhuA9At04xQ2Ouwi1j6ZGuDvS9JOJgxeCBiNqJENjJXTZutr2hJl_Dx_s89q5Nwwx1IRFG-YFKirr-sdhdFQpMQIXd49cYJAHipH8QApjJWlvsSzuZUdJoJO8mrEffB3p-RItIR8DIekfLLA49XP9qm6gm4f61Uj3LrXIlRepe86iCOCua4CqegknaLxkAWB5plOrz8ePT3b089tTkpze3jebKFW1DBM_fAwmSzz1mNKe0nB-HvHP6iEzx95otBZ0KCptIp9Wk5HG5Ungs1tJr1ls-laQeyZT_F2ML6p1fKHhRQpDr0-sndvwGYfX4BY8pMHNNIPCm1JHwP7tUerWfBhozF_GPjBTTzPE~
  10. 10“Rewards”→ Product pageclicks.em.aveda.com/f/a/OdJibb4WR-JKtutfXvY6RA~~/AAQRxRA~/9aBRsMM8xq9A8MRDq4IXH1ZXHOTFLVYXFRI0BEeme7NTm-5MRlpU2Fa_ziIuNXL43xHQTowhz2Gfaz3Wy0idfpIV-TXnLGGEsActIi6SwAVZb9tmBCIJ8GPgpucaciKBBh3IlVzJ516Qvel5uCLUOWOz9Kj7VF_TMb5rOHn4JMXQAHaoerPpCQpEnkJbvzIkPa551RPd8TKiUn2SSRduA_FNePCXJvTNCzs5tGhrTGIUMuRVhTn0i6F2aen1WTbWWlfFjgevmuFP00AywAQj068bQj2fQWvu__u8YoBPcbfVcGIyzXshvzH2i1MMJQrqyd7mxVnngUCnmk9df9SU6oudVntWe_jiot6DsF7DMZAYh1S90CjTHZIlQLlnlZasfZWoqlI0HrbRvx0TcE6IKwkDWIDjJZXqrhev6dDxKkGqusitSi255Ny2B0zPeheGgcgMf_vec1lyDKuRDUYdokY05UqDnrbfaNCNatZbKhhtbl3B6GRWyD4zFVbHE8MI
  11. 11“Find a Store”→ Product pageclicks.em.aveda.com/f/a/HAZUBdH9yyVQr8rlrU9p_w~~/AAQRxRA~/Wj5vhE3gyYlEwBL5Gnnwu0_bu3KGwI1jAinZ_07VHjTIGWmr-zHqDVGktsNWDWHOkRL_K4uHQR0a7d1-hs5Lalk9RyoViHlXfBqxZ7LR1Q63z_wfw3wqm1Mha6kNEjDj_Vw-8VeQ3DOFjurvAKMMoB6wXadwsRTofrW1IKOE5ASch7avdFHXvt56qq2NanK8eS5hoNo-GbddzjBOilPZ4inQ1lg5ABz-eznaKbLl54QoNiBsaPBnh_KqW09Q0EFMPtv5WjklAnROItRBh4gm9EIfUVhIMnqA9h0ilhX4a1Ap1988ovNDPeFbgyRvjK0ooq-enjGsEBzHxHBzlxyVbwYb1CGQl-KR84gHdiNLWQjj2qtSH99OQoIU_2mmUOaSp7gNAOLmHWk4cFtbdkN9soQq_JEICSvSSCDvNaOcC0x4gz2kn4f-Fk2011yXaR7HEi_nEuBcmzMDkA70haIQM7IpiNayMtMfVbNwtbuGfWA~
  12. 12“Take our Hair & Scalp Analysis”→ Product pageclicks.em.aveda.com/f/a/kg2cQc6MdsgCsfmkvefxiw~~/AAQRxRA~/gEypAN38HHLrwzYsgymofA0Yrv8jRXV0WveNIQf6WSG11MKqoRDyJygqKL0PG_xiw-oX_nuApefvkHwTvCWd3-BaLnMvPJVbUy3QE-xwCwUlaD94fWkq59pkjr74cT9RWTbh5QUajMrSilnXWEIa6mW4Xa4cHyU388jp_pCPBlI5QbBWFuUBZa0J_eRiMGLl8VpAM_K2-RMSKVkBndzXYkcM3yMC18Zxyrbvfn4TyjKHTeFSjFjgYh6c_upVii3sIjCa0yHC1Zf9n9ebwBUcTnFcRhRdkl6wiLbUS5GyEsLwHN-RjPnU7oDLv1S5Pp9UcBGtMIgEK9ebCZLwtBBw-wD01VwEkREHakZ0bCRflvRXD2Ele7004azheD1OMPsgCqNb4HkwWBjKl34UoBfbaLPVWTZU5AkQLLuWn9c-VS5bf5miMSFFI20KUWwTK0MTUT-etqAdmh0DNNyJ_JSq2gwZDMJI6Ogq1wJnrCeo3MIiMVFoXsc2MXdxDUCJv-FX
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
12am
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
  • “Same powerful, effective grooming and styling formulas on the inside.”efficacy · 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.