How Charlotte Tilbury built this send — a discount led email shipped as product hero on Sunday 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: “Unpack Summer Savings In The Beauty Sale!”
Offer
45% off
Voice warmth
0.75
Sent
Sun · 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
Skincare Kits
Hero headline
Unpack Summer Savings In The Beauty Sale!
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
None
Urgency
Deadline-led
Expires Tue, Jul 21, 2026
03
Voice & tone
Warmth0.75
ClinicalWarm
Formality0.45
CasualFormal
Reader focus0.60
“We”“You”
Expressiveness0.80
RestrainedExuberant
Reading grade 7.0 — the approximate US reading level of the body copy.
“Over 50% OFF the icons inside (Mini Glow + Go Travel Beauty Bag)”efficacy · unsubstantiated
Products featured
Cleanse + Glow Skin Kithero
Charlotte's Magic Cream + Setting Spray Duo
Island Glow Skin Kit
Supercharged Skin Kit
Charlotte's Flawless Protect + Set Kit
Charlotte's Mini Glow + Go Travel Beauty Bagnew
Kujola
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