How Counter [ Beauty ] built this send — a clean ingredients email shipped as product hero on Monday at 3pm, carrying a 15% bundle / set offer. Below is Kujola's field-by-field extraction; the original creative is rendered at the end.
15% off — 7.5 points shallower than the tracked set average of 22.5% (this brand averages 15.0% when it discounts).
Voice warmth 0.67 for Counter [ Beauty ] vs 0.70 across the set — a cooler, more clinical register than the average competitor.
01
Message & creative
Message theme
Clean Ingredients
Creative format
Product hero
Secondary: Editorial / long-form
Secondary theme
Bundle Savings
Hero headline
FOR BUTTERY-SOFT SUMMER LIPS
Emotional appeal
aspiration
Calendar moment
Summer kickoff
Early-summer push for sunscreen and travel sizes.
02
Offer
Mechanic
Bundle / set
Sets and kits priced below buying each item alone.
Depth
15% off
Promo phase
Launch
The sale opens and the main offer is shown.
Promo code
Auto / none
Minimum spend
None
Urgency
None
Carries exclusions
03
Voice & tone
Warmth0.72
ClinicalWarm
Formality0.35
CasualFormal
Reader focus0.75
“We”“You”
Expressiveness0.70
RestrainedExuberant
Reading grade 8.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“Shop The Set”
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
6
Multi-CTA layout
Primary destination URL
ctrk.klclick.com
No UTM tagging detected
Tracking domain
ctrk.klclick.com
ESP fingerprint · Klaviyo
05
Deliverability posture
SPF
None
DKIM
Pass
DMARC
Pass
Policy: quarantine
One-click unsubscribe
Supported (RFC 8058)
Unsub scheme: both
From alignment
Misaligned
Domain: subdomain
Footer hygiene
postal address
06
Send timing
Day
Monday
Local hour
3pm
Send type
campaign
One-off campaign
07
Claims & products
Claims extracted
“Supercharged with hyaluronic acid, jojoba seed and avocado oils, and a blend of mango and murumuru seed butters”ingredient · substantiated
“Lightweight, never greasy”efficacy · unsubstantiated
“Smooths, softens, and helps lips look plump”efficacy · unsubstantiated
“UVA/UVB protection without a chalky white cast”efficacy · unsubstantiated
“Replenishes moisture and visibly revives skin”efficacy · unsubstantiated
Products featured
Clean Swipe Hyaluronic Lip Balm in Plushhero
Daily Sheer Defense SPF 25
Counterglow Hyaluronic Moisture Mist
Petite Mesh Bagnew
Kujola
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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.