How Hourglass Cosmetics built this send — a makeup longevity email shipped as product hero on Friday at 5am, carrying a full-price send (no offer). Below is HappyCohort's field-by-field extraction; the original creative is rendered at the end.
When Hourglass Cosmetics does discount it averages 15.7% off — 5.0 points shallower than the set average of 20.7%. This send itself carries no offer.
Voice warmth 0.53 for Hourglass Cosmetics vs 0.69 across the set — a cooler, more clinical register than the average competitor.
01
Message & creative
Message theme
Makeup Longevity
Creative format
Product hero
Secondary: Mixed / modular
Secondary theme
Ingredient Efficacy
Hero headline
Five-Star Staying Power
Emotional appeal
aspiration
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
Warmth0.45
ClinicalWarm
Formality0.75
CasualFormal
Reader focus0.60
“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
21
Multi-CTA layout
Primary destination URL
ctrk.klclick.com
No UTM tagging detected
Tracking domain
ctrk.klclick.com
ESP fingerprint · Klaviyo
05
Deliverability posture
SPF
None
DKIM
Pass
DMARC
Pass
Policy: quarantine
One-click unsubscribe
Supported (RFC 8058)
Unsub scheme: both
From alignment
Misaligned
Domain: subdomain
Footer hygiene
postal address, preference center
06
Send timing
Day
Friday
Local hour
5am
Send type
campaign
One-off campaign
07
Claims & products
Claims extracted
“Conceals redness and evens skin tone”efficacy · unsubstantiated
“Formulated with mineral-based broad-spectrum SPF 15”ingredient · substantiated
“Absorbs oil to balance skin and control shine”efficacy · unsubstantiated
“Delivers a soft-focus effect”efficacy · unsubstantiated
“Instantly absorbs oil and reduces shine”efficacy · unsubstantiated
“Airbrushed, blurred finish lasts all day”efficacy · unsubstantiated
“Leaves an invisible, naturally flawless finish”efficacy · unsubstantiated
“Blurs appearance of fine lines, pores, and wrinkles”efficacy · unsubstantiated
Products featured
Veil Mineral Primerbestseller
Vanish Airbrush Primer
Vanish Airbrush Pressed Powder
Veil Soft Focus Setting Spray
Veil Translucent Setting Powder
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