How Charlotte Tilbury built this send — a discount led email shipped as product hero on Monday at 6am, carrying a 45% % off offer. Below is Kujola's field-by-field extraction; the original creative is rendered at the end.
From: Charlotte TilburycampaignPreheader: “Save Up To 45% On Iconic Makeup Kits!”
Offer
45% off
Voice warmth
0.75
Sent
Mon · 6am
Format
Product hero
How this send compares
45% off — 22.5 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
Discount Led
Creative format
Product hero
Secondary: Mixed / modular
Secondary theme
Gift With Purchase
Hero headline
Save Up To 45% On Iconic Makeup Kits!
Emotional appeal
fear of missing out
Calendar moment
Summer kickoff
Early-summer push for sunscreen and travel sizes.
02
Offer
Mechanic
% off
A percentage off the price — the most common kind.
Depth
45% off
Promo phase
Launch
The sale opens and the main offer is shown.
Promo code
Auto / none
Minimum spend
$115
Urgency
Deadline-led
Expires Tue, Jul 21, 2026
03
Voice & tone
Warmth0.75
ClinicalWarm
Formality0.35
CasualFormal
Reader focus0.65
“We”“You”
Expressiveness0.80
RestrainedExuberant
Reading grade 7.0 — the approximate US reading level of the body copy.
“Save Up To 45% On Iconic Makeup Kits”efficacy · substantiated
“Over 50% OFF the icons inside (Mini Glow + Go Travel Beauty Bag)”efficacy · substantiated
“Wonderglow: 'A Beautiful Product! Easy To Apply And Makes You Feel Confident' – Anthoula, Customer”social proof · substantiated
“3 Free Full-Size Gifts with qualifying spend tiers ($115/$190/$270)”guarantee · substantiated
Products featured
Charlotte's Flawless Complexion Triobestseller
Charlotte's 3 Steps To Beautiful Lipsbestseller
Airbrush Flawless Setting Spray Duobestseller
Charlotte's Iconic Beauty Wand Triobestseller
Eyes To Mesmerise Triobestseller
Airbrush Flawless Finish + Set Duobestseller
Legendary Lashes, Lips + Cheeks Kitbestseller
Charlotte's Mini Glow + Go Travel Beauty Bagnew
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