How Counter [ Beauty ] built this send — a new launch email shipped as editorial / long-form on Tuesday 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
New Launch
Creative format
Editorial / long-form
Secondary: User-generated
Secondary theme
Bundle Savings
Hero headline
SUMMER TO-GO
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
Deadline-led
Carries exclusions
03
Voice & tone
Warmth0.65
ClinicalWarm
Formality0.35
CasualFormal
Reader focus0.70
“We”“You”
Expressiveness0.60
RestrainedExuberant
Reading grade 7.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“SHOP THE SET”
Destination
Product page
Links straight to a single product.
Verb framing
Shop / Buy
Direct buying words — 'Shop now', 'Add to bag'.
CTA count
5
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
Tuesday
Local hour
3pm
Send type
campaign
One-off campaign
07
Claims & products
Claims extracted
“non-nano zinc oxide for safer UVA/UVB protection without a chalky white cast”ingredient · unsubstantiated
“skin-plumping hydration that delivers youthful radiance and a dewy glow on the go”efficacy · unsubstantiated
“supercharged hydration formulated with hyaluronic acid, jojoba seed and avocado oil”ingredient · unsubstantiated
“15% savings + a free petite mesh bag”guarantee · substantiated
Products featured
The Summer Sun Setnew
Daily Sheer Defense SPF 25
Counterglow Hyaluronic Moisture Mist
Clean Swipe Hyaluronic Lip Balm
Petite Mesh Bagnew
Kujola
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