Beauty & Skincare Promotional Email Template
“A tour of your new skincare regimen”
Design Score
50/100This email effectively captures The Ordinary's stark, clinical brand voice and minimalist aesthetic, presenting a clear value proposition to its ingredient-conscious audience. However, a critical failure—a completely broken product image grid in the lower half—severely damages trust and click-through potential, capping the score at 50.
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Email Details
- Subject Line
- A tour of your new skincare regimen
- Brand
- The Ordinary
- Industry
- Beauty & Skincare
- Email Type
- Promotional
- Created
- March 13, 2026
Brand Colors
Email Copy
Formulations With Integrity
Hi there, explore our science-backed treatments. Build a routine focused on familiar, effective clinical technologies designed to target your distinct skin needs without the unnecessary fillers.
→ Shop The Regimen
Targeted Treatments
Hydration
Hyaluronic Acid 2% + B5
→ Explore
Age Support
Argireline Solution 10%
→ Explore
★ ★ ★ ★ ★
Team Favourite
"Transparent, honest, and strictly clinical. The foundation of any educated skincare routine."
- Skincare Educator Team
→ Learn More
Squalane Cleanser
A gentle cleansing product formulated to target makeup removal whilst leaving the skin feeling smooth and moisturized.
Multi-Peptide + HA Serum
A universal formula combining comprehensive peptide technologies to improve skin smoothness and target multiple signs of aging.
Natural Moisturizing Factors + HA
A non-greasy hydration formula supplying a direct topical supplement of the components that protect the skin's outer layer.
→ Build Your Regimen
Your Custom Regimen
Take the guesswork out of clinical skincare with our step-by-step guidance.
→ Build Your Regimen
Thanks, friend!
Clinical Formulations with Integrity.
Why This Email Works
This email effectively captures The Ordinary's stark, clinical brand voice and minimalist aesthetic, presenting a clear value proposition to its ingredient-conscious audience. However, a critical failure—a completely broken product image grid in the lower half—severely damages trust and click-through potential, capping the score at 50.
Hero Impact
75/100- The copy under the headline perfectly targets the audience's desire for 'effective clinical technologies' without 'unnecessary fillers'.
- The primary CTA 'Shop The Regimen' is clear, outcome-oriented, and highly visible against the background.
Content Structure & Flow
65/100- The alternating layout in the 'Targeted Treatments' section keeps the eye moving down the page.
- The use of distinct grey and white background sections helps compartmentalize different types of content (products vs. reviews).
Visual Hierarchy & Layout
40/100- High-contrast black CTA buttons stand out excellently against the white and light grey backgrounds.
- The minimalist, 'sterile' aesthetic is maintained consistently throughout the layout, aligning perfectly with the brand.
Call-to-Action Strength
65/100- Primary CTA 'Shop The Regimen' clearly communicates the expected post-click outcome.
- CTAs are visually distinct and look like clickable elements.
Message Clarity & Tone
85/100- The language uses precise, brand-appropriate terminology ('clinical technologies', 'educated skincare routine') that resonates with their specific demographic.
- The testimonial feels authentic to the brand voice and reinforces the core value proposition of transparency.
Readability & Scannability
80/100- Excellent use of negative space around text blocks prevents the copy from feeling overwhelming.
- Bolding product names (e.g., 'Hyaluronic Acid 2% + B5') creates clear visual anchors for skimmers.
Offer & Value Proposition
70/100- The email strongly communicates the 'why' behind the brand: avoiding fillers and focusing on integrity.
- The 'Team Favourite' section acts as a strong, qualitative value proposition.
Personalization & Audience Fit
75/100- The choice of products highlighted (Hyaluronic Acid, Argireline) speaks directly to consumers educated on active ingredients.
- Basic name personalization is included in the intro and outro.
Quick Wins
- Fix the broken image links in the 3-column product grid.
- Remove the duplicate 'Build Your Regimen' CTA at the very bottom of the email.
- Change the 'Explore' CTAs to specific product actions (e.g., 'Shop Hydration').
- Add prices next to or below the product names in the 'Targeted Treatments' section.
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