Beauty & Skincare Promotional Email Template
“New Clinical Formulations Have Arrived”
Design Score
50/100This email features excellent on-brand clinical copy and a strong minimalist aesthetic, but suffers from a critical failure: multiple missing image placeholders in the product grid and testimonial sections. While the tone perfectly matches The Ordinary, the bottom half is overwhelmed by repetitive testimonials, and the complete absence of pricing misses a core pillar of the brand's value proposition. Due to the broken images, the score is capped at 50.
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Email Details
- Subject Line
- New Clinical Formulations Have Arrived
- Brand
- The Ordinary
- Industry
- Beauty & Skincare
- Email Type
- Promotional
- Created
- March 13, 2026
Brand Colors
Email Copy
New Science. Familiar Integrity.
Hi there, explore our newest clinical treatments. Formulated with pure, active ingredients to target your evolving skin needs without unnecessary fillers.
→ Explore New Formulations
Custom Regimens
Formulate your personalized routine with our clinical technologies. Enjoy complimentary shipping on all custom regimens.
→ Build Your Regimen
Targeted Clinical Formulations
Hyaluronic Acid 2% + B5 A hydration support formula with ultra-pure, vegan hyaluronic acid. Engineered with multiple moleculfriendar weights for multi-depth hydration and enhanced surface barrier support.
→ SHOP HYALURONIC ACID
Argireline Solution 10% A lightweight peptide complex scientifically formulated to target the appearance of dynamic folds, improving visible skin texture around the eyes and forehead.
→ SHOP ARGIRELINE
★ ★ ★ ★ ★
"Transparent, honest, and strictly clinical."
- 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 that combines a comprehensive array of technologies to improve skin smoothness and target multiple signs of aging.
Natural Moisturizing Factors + HA
A non-greasy hydration formula with amino acids, dermal lipids, and hyaluronic acid to support the skin's natural barrier.
→ Build Your Regimen
★★★★★
"A masterclass in functional beauty. By focusing purely on clinical efficacy and transparent active ingredients, they deliver exceptional treatments at an incredibly accessible price point."
- Lead Cosmetic Chemist
★ ★ ★ ★ ★
"The commitment to pricing integrity and honest communication makes building an effective, science-first regimen straightforward."
— Independent Skincare Chemist
★ ★ ★ ★ ★
"High-quality, evidence-backed formulas without the unnecessary additives. This is true functional beauty."
— Verified Clinical Esthetician
Real results from our ingredient-conscious community.
★ ★ ★ ★ ★
"A highly effective, straightforward formula. The targeted hydration visibly improved my skin barrier."
★ ★ ★ ★ ★
"Clinical formulation that actually delivers. I noticed clearer, more refined skin texture within two weeks."
★ ★ ★ ★ ★
"Transparent science and undeniable efficacy. The active treatments integrated perfectly into my daily routine."
→ Shop The Regimen
Clinical Formulations with Integrity.
Thanks, friend!
Why This Email Works
This email features excellent on-brand clinical copy and a strong minimalist aesthetic, but suffers from a critical failure: multiple missing image placeholders in the product grid and testimonial sections. While the tone perfectly matches The Ordinary, the bottom half is overwhelmed by repetitive testimonials, and the complete absence of pricing misses a core pillar of the brand's value proposition. Due to the broken images, the score is capped at 50.
Hero (top/initial part) Impact
60/100- The hero image immediately establishes the clinical, minimalist brand identity with high-quality product photography.
- The embedded headline 'Clinical Precision, Stripped Bare' is a strong, attention-grabbing hook.
Content Structure & Flow
40/100- Clear transition from a broad brand-level introduction to specific targeted treatments.
Visual Hierarchy & Layout
35/100- The alternating zig-zag layout for the Hyaluronic Acid and Argireline products effectively breaks up vertical scrolling.
- High use of negative space keeps the clinical, uncluttered feel intact.
Call-to-Action Strength
65/100- High-contrast solid black buttons make all CTAs visually striking and easy to locate.
- Product-specific CTA copy ('Shop Hyaluronic Acid') clearly sets user expectations for the post-click experience.
Message Clarity & Tone
85/100- Perfectly nails the brand voice: intelligent, precise, and devoid of fluffy marketing jargon.
- The use of specific percentages and chemical names (Argireline Solution 10%) builds immediate trust with the ingredient-conscious target audience.
Readability & Scannability
75/100- Excellent typography choices with a clean sans-serif font that mirrors the brand's physical packaging.
- Short, punchy paragraphs prevent intimidating walls of text.
Offer & Value Proposition
60/100- Clearly mentions complimentary shipping on custom regimens.
- Focuses heavily on the intrinsic scientific value and specific outcomes of the formulations rather than abstract promises.
Personalization & Audience Fit
70/100- Directly appeals to the psychographics of the buyer by front-loading product names and scientific functions.
- Uses basic first-name personalization in the intro to soften the clinical tone.
Quick Wins
- Fix the broken image URLs in the 3-column product grid and the split testimonial section immediately.
- Add specific price points above the 'Shop' CTAs to trigger impulse clicks based on the brand's famous affordability.
- Elevate the complimentary shipping text to a dedicated banner at the very top of the email.
- Change the orange star ratings to black or gray to match the brand's stark aesthetic.
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