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Hourglass Cosmetics/Discount Led/email teardown

Deluxe Gifts, Just For You

How Hourglass Cosmetics built this send — a discount led email shipped as product hero on Monday at 12am, carrying a 20% % off offer. Below is Kujola's field-by-field extraction; the original creative is rendered at the end.

From: Hourglass CosmeticscampaignPreheader: “Plus, 20% off everything* ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ”
Offer
20% off
Voice warmth
0.60
Sent
Mon · 12am
Format
Product hero
How this send compares
  • 20% off — 2.5 points shallower than the tracked set average of 22.5% (this brand averages 15.7% when it discounts).
  • Voice warmth 0.55 for Hourglass Cosmetics vs 0.70 across the set — a cooler, more clinical 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
Deluxe Gifts, Just For You
Emotional appeal
exclusivity
Calendar moment
Friends And Family
02

Offer

Mechanic
% off
A percentage off the price — the most common kind.
Depth
20% off
Promo phase
Launch
The sale opens and the main offer is shown.
Promo code
Auto / none
Minimum spend
$150
Urgency
Deadline-led
Expires Tue, Jun 30, 2026
03

Voice & tone

Warmth0.60
ClinicalWarm
Formality0.75
CasualFormal
Reader focus0.70
“We”“You”
Expressiveness0.50
RestrainedExuberant

Reading grade 7.0 — the approximate US reading level of the body copy.

04

Call to action

Primary CTA
“SHOP NOW”
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
24
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, preference center
06

Send timing

Day
Monday
Local hour
12am
Send type
campaign
One-off campaign
07

Claims & products

Claims extracted
  • “Veil Hydrating Skin Tint: Lightweight, sheer coverage”efficacy · unsubstantiated
  • “Veil Hydrating Skin Tint: Visibly plumps & smooths skin”efficacy · unsubstantiated
  • “Ambient Soft Glow Foundation Brush: Mimics fingertip application”efficacy · unsubstantiated
  • “Ambient Soft Glow Foundation Brush: Custom shape for precise control”efficacy · unsubstantiated
  • “Phantom Volumizing Glossy Balm: Visibly plumps & hydrates”efficacy · unsubstantiated
  • “Phantom Volumizing Glossy Balm: High-shine finish”efficacy · unsubstantiated
  • “Ambient Lighting Palette: Blurs imperfections”efficacy · unsubstantiated
  • “Ambient Lighting Palette: Enhances skin in any light”efficacy · unsubstantiated
  • “Allure Best of Beauty Award Winner 2023 – Veil Hydrating Skin Tint”ranking · substantiated
  • “Allure Best of Beauty Award Winner 2022 – Ambient Soft Glow Foundation Brush”ranking · substantiated
  • “Allure Best of Beauty Award Winner 2023 – Phantom Volumizing Glossy Balm”ranking · substantiated
Products featured
  • Veil Hydrating Skin Tintbestseller
  • Ambient Soft Glow Foundation Brushbestseller
  • Phantom Volumizing Glossy Balmbestseller
  • Unreal Liquid Blush
  • Ambient Lighting Palettebestseller
  • Icons Travel Gift Set
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08

The creative

The original email as it rendered in the inbox. Shown for reference and sandboxed — it is not part of the indexed analysis above.