How Charlotte Tilbury built this send — a new launch email shipped as product hero on Wednesday at 12pm, carrying a 30% gift with purchase offer. Below is Kujola's field-by-field extraction; the original creative is rendered at the end.
From: Charlotte TilburycampaignPreheader: “Which Beauty Muse Will You Choose, Darling?”
Offer
30% off
Voice warmth
0.85
Sent
Wed · 12pm
Format
Product hero
How this send compares
30% off — 7.5 points deeper than the tracked set average of 22.5% (this brand averages 41.4% when it discounts).
Voice warmth 0.82 for Charlotte Tilbury vs 0.70 across the set — a warmer, more human register than the average competitor.
01
Message & creative
Message theme
New Launch
Creative format
Product hero
Secondary: Editorial / long-form
Secondary theme
Gift With Purchase
Hero headline
NEW! MYSTERY Boxes Are HERE! 💝✨
Emotional appeal
exclusivity
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
30% off
Promo phase
Launch
The sale opens and the main offer is shown.
Promo code
Auto / none
Minimum spend
$115
Urgency
Deadline-led
Expires Mon, Jul 6, 2026
03
Voice & tone
Warmth0.85
ClinicalWarm
Formality0.30
CasualFormal
Reader focus0.75
“We”“You”
Expressiveness0.88
RestrainedExuberant
Reading grade 7.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“CHOOSE YOUR BOX”
Destination
Product page
Links straight to a single product.
Verb framing
Shop / Buy
Direct buying words — 'Shop now', 'Add to bag'.
CTA count
33
Multi-CTA layout
Primary destination URL
clicks.charlottetilbury.com
No UTM tagging detected
Tracking domain
—
ESP fingerprint · Unknown
05
Deliverability posture
SPF
None
DKIM
Pass
DMARC
Pass
Policy: reject
One-click unsubscribe
Supported (RFC 8058)
Unsub scheme: both
From alignment
Aligned
Domain: dedicated subdomain
Footer hygiene
postal address
06
Send timing
Day
Wednesday
Local hour
12pm
Send type
campaign
One-off campaign
07
Claims & products
Claims extracted
“4 full-size eye, lip + cheek icons in every box”ingredient · unsubstantiated
“Up to a magical 30% off beauty kits”efficacy · unsubstantiated
“Free beauty treat in every box”guarantee · substantiated
“Discount based on the value of the products if sold separately”social proof · substantiated
Kujola compares your emails against the brands you track: offers, voice, how often they send, creative, and delivery. We report what's in the emails — we don't rank or score.