How Hourglass Cosmetics built this send — a new launch email shipped as product hero on Monday at 1am, carrying a full-price send (no offer). Below is Kujola's field-by-field extraction; the original creative is rendered at the end.
When Hourglass Cosmetics does discount it averages 15.7% off — 6.8 points shallower than the set average of 22.5%. This send itself carries no offer.
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
New Launch
Creative format
Product hero
Secondary: Editorial / long-form
Secondary theme
Shade Range
Hero headline
Discover Your Shade of Phantom Blur Balm
Emotional appeal
aspiration
Calendar moment
Evergreen
Not tied to a seasonal window.
02
Offer
Mechanic
No offer
Full-price email — no discount or incentive.
Depth
—
Promo phase
Launch
The sale opens and the main offer is shown.
Promo code
Auto / none
Minimum spend
None
Urgency
None
03
Voice & tone
Warmth0.55
ClinicalWarm
Formality0.70
CasualFormal
Reader focus0.65
“We”“You”
Expressiveness0.45
RestrainedExuberant
Reading grade 8.0 — the approximate US reading level of the body copy.
04
Call to action
Primary CTA
“SHOP NOW”
Destination
Product page
Links straight to a single product.
Verb framing
Shop / Buy
Direct buying words — 'Shop now', 'Add to bag'.
CTA count
20
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
1am
Send type
campaign
One-off campaign
07
Claims & products
Claims extracted
“Designed in a curated range of five buildable shades”ingredient · unsubstantiated
“Ultra-silky balm made to complement your natural lip tone for soft-focus, non-drying wear”efficacy · unsubstantiated
“For added shine and volume, top with a pearlescent shade of Phantom Volumizing Glossy Balm”efficacy · unsubstantiated
Products featured
Phantom Blur Balmhero
Shape & Sculpt Lip Linernew
Phantom Volumizing Glossy Balm
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.