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Hourglass Cosmetics/Long Lasting Formulas/email teardown

For Nights That Never End

How Hourglass Cosmetics built this send — a long lasting formulas email shipped as editorial / long-form on Thursday at 7am, carrying a full-price send (no offer). Below is Kujola's field-by-field extraction; the original creative is rendered at the end.

From: Hourglass CosmeticscampaignPreheader: “Long-lasting formulas to carry you well into the night ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏”
Offer
Full price
Voice warmth
0.50
Sent
Thu · 7am
Format
Editorial / long-form
How this send compares
  • 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
Long Lasting Formulas
Creative format
Editorial / long-form
Secondary: Product hero
Secondary theme
New Launch
Hero headline
Made to Move Through the Night
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
Not a promo
No offer in the email.
Promo code
Auto / none
Minimum spend
None
Urgency
None
03

Voice & tone

Warmth0.50
ClinicalWarm
Formality0.75
CasualFormal
Reader focus0.55
“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
Collection
Links to a category or a grid of products.
Verb framing
Shop / Buy
Direct buying words — 'Shop now', 'Add to bag'.
CTA count
22
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
Thursday
Local hour
7am
Send type
campaign
One-off campaign
07

Claims & products

Claims extracted
  • “Provides long-lasting hydration and sheer coverage for a dewy glow.”efficacy · unsubstantiated
  • “A hybrid formula that delivers the nourishment of a balm with the soft-focus finish of a blurred matte.”efficacy · unsubstantiated
  • “Ultra-creamy, transfer-resistant liner defines, shapes, and sculpts lips.”efficacy · unsubstantiated
  • “A transformative tubing mascara, delivering dramatic length, lift, and definition.”efficacy · unsubstantiated
  • “Sets makeup and creates a smooth, even appearance for up to 24 hours.”efficacy · unsubstantiated
Products featured
  • Veil Hydrating Skin Tint
  • Unreal Liquid Highlighter
  • Phantom Blur Balmnew
  • Shape & Sculpt Lip Linernew
  • Unlocked Instant Extensions Mascara
  • Veil Soft Focus Setting Spray
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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.