How Charlotte Tilbury built this send — a mystery box email shipped as product hero on Friday at 6am, carrying a 50% % off offer. Below is Kujola's field-by-field extraction; the original creative is rendered at the end.
From: Charlotte TilburycampaignPreheader: “4 Full-Size Icons + A Beauty Treat In Each One!”
Offer
50% off
Voice warmth
0.75
Sent
Fri · 6am
Format
Product hero
How this send compares
50% off — 27.5 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
Mystery Box
Creative format
Product hero
Secondary: Mixed / modular
Secondary theme
Discount Led
Hero headline
Over 50% Off… Which Box Will You Choose? 💫
Emotional appeal
fear of missing out
Calendar moment
Summer Sale
02
Offer
Mechanic
% off
A percentage off the price — the most common kind.
Depth
50% off
Promo phase
Launch
The sale opens and the main offer is shown.
Promo code
Auto / none
Minimum spend
$50
Urgency
Deadline-led
Expires Tue, Jul 21, 2026
03
Voice & tone
Warmth0.75
ClinicalWarm
Formality0.35
CasualFormal
Reader focus0.70
“We”“You”
Expressiveness0.80
RestrainedExuberant
Reading grade 7.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“SHOP NOW FOR $65!”
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
28
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
Friday
Local hour
6am
Send type
campaign
One-off campaign
07
Claims & products
Claims extracted
“Over 50% off mystery boxes (discount based on value of products if sold separately)”efficacy · substantiated
“4 Full-Size Icons + A Beauty Treat In Each One!”ingredient · unsubstantiated
“Up to a magical 30% off beauty kits”efficacy · substantiated
“Free ground shipping on all orders over $50”guarantee · substantiated
Products featured
Sunset Siren Mystery Box$65hero
Beach Babe Mystery Box$65hero
Glowing Goddess Mystery Box$65hero
Summer Sale Beauty Products
Kujola
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