How MAKE UP FOR EVER built this send — a new launch email shipped as product hero on Saturday at 5pm, carrying a $45 gift with purchase offer. Below is HappyCohort's field-by-field extraction; the original creative is rendered at the end.
From: MAKE UP FOR EVERcampaignPreheader: “Designed for all genders, all ages, and all skin types and long-lasting shine-control.”
Offer
$45 off
Voice warmth
0.50
Sent
Sat · 5pm
Format
Product hero
How this send compares
When MAKE UP FOR EVER does discount it averages 32.5% off — 11.8 points deeper than the set average of 20.7%. This send itself carries no offer.
Voice warmth 0.50 for MAKE UP FOR EVER vs 0.69 across the set — a cooler, more clinical register than the average competitor.
01
Message & creative
Message theme
New Launch
Creative format
Product hero
Secondary: Mixed / modular
Secondary theme
Gift With Purchase
Hero headline
24 HOURS. ZERO TOUCH-UPS.
Emotional appeal
aspiration
Calendar moment
Evergreen
Not tied to a seasonal window.
02
Offer
Mechanic
Gift with purchase
A free gift, sample, or mini sizes when you buy.
Depth
$45 off
Promo phase
Launch
The sale opens and the main offer is shown.
Promo code
[redacted]
Minimum spend
None
Urgency
Deadline-led
Carries exclusions
03
Voice & tone
Warmth0.50
ClinicalWarm
Formality0.45
CasualFormal
Reader focus0.60
“We”“You”
Expressiveness0.65
RestrainedExuberant
Reading grade 7.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“DISCOVER”
Destination
Collection
Links to a category or a grid of products.
Verb framing
Discover / Explore
Browsing words — 'Explore', 'See the edit', 'Discover'.
“24 Hours. Zero Touch-Ups.”efficacy · unsubstantiated
“Designed for all genders, all ages, and all skin types”efficacy · unsubstantiated
Products featured
Balancing and Perfecting Foundationnew
Hydra Booster Step 1 Primer
Setting Powder
Mist & Fix Setting Mist
Free Brush$45
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