How makeup brands do product highlight campaigns in email

To introduce and drive adoption of the new Milky Jelly Cleansing Bar by positioning it as a natural extension of the beloved Milky Jelly Cleanser, encouraging customers to build a complete cleansing routine while leveraging social proof and product bundling.

The email brilliantly frames the new cleansing bar not as a standalone product but as a ritual companion to the original cleanser, turning a simple product launch into a lifestyle upgrade that feels intuitive and irresistible to loyal users.

By featuring authentic, relatable customer testimonials with specific usage contexts, like washing in the shower or keeping products by the sink, the campaign builds emotional trust and subtly guides customers toward adopting the duo as part of their daily routine.

Add a visual comparison or side-by-side usage guide between the cleanser and bar to clarify their complementary roles, reducing potential confusion and reinforcing the 'routine' messaging more concretely. • Include a limited-time incentive or urgency element, such as a countdown timer or 'first 100 buyers get a free travel-sized product', to nudge hesitant customers toward immediate purchase without compromising the brand’s calm aesthetic.

This email aims to drive immediate purchases of Charlotte Tilbury’s 50ml Magic Cream by highlighting its award-winning status, clinical results, and backstage credibility, while reinforcing its prestige positioning in the UK skincare market.

The email brilliantly leverages social proof by anchoring the product to supermodels and red carpets, making the cream feel like a backstage secret that transforms ordinary skin into runway-ready radiance, a powerful emotional hook for luxury beauty buyers.

By front-loading clinically proven, time-bound results, like 56% more radiant skin in 28 seconds, the campaign turns abstract claims into tangible, measurable benefits that build trust and urgency without sounding gimmicky or overpromising.

Add a subtle countdown timer or limited-stock indicator near the primary CTA to amplify urgency, since the email’s prestige positioning and award claims already justify scarcity without undermining brand elegance. • Include a short video or GIF loop in the ‘The Magic of Light’ section showing the cream’s luminosity effect on skin, visual proof of the ‘lit-from-within glow’ would strengthen persuasion more than static text alone.

This email aims to drive immediate purchases of Urban Decay’s lip products by highlighting new launches and personalized recommendations, while leveraging loyalty points to create urgency and reward engagement. It also seeks to strengthen brand affinity through celebrity collaboration and visual storytelling.

The email masterfully combines product promotion with personalization by addressing the recipient by name and showing products tailored to their profile, making the offer feel exclusive and relevant rather than generic.

By featuring a high-impact celebrity collaboration with Chloe Cherry and bold typography like 'BACKTALK!', the campaign injects cultural relevance and emotional energy that resonates with Gen Z and millennial beauty consumers.

Add a countdown timer or limited-availability badge near the 'Shop Now' CTA in the hero section to amplify urgency, especially since the email promotes new launches that benefit from perceived scarcity. • Include a short testimonial or user-generated content snippet under the 'RECOMMENDED FOR RUFUS' section to build social proof and validate the personalization, increasing trust in the algorithm’s suggestions.

This email aims to drive sales by showcasing four versatile, best-selling Bobbi Brown products that transition seamlessly from work to weekend looks, while encouraging immediate purchase through a bundled offer and payment flexibility.

The email brilliantly frames each product as a lifestyle essential rather than just a cosmetic, using phrases like 'goes-with-everything glow' and 'all day, every day definition' to emotionally connect with the customer’s daily routine and self-image.

By bundling three high-impact eye products into a single 'Effortless Eye Trio' with a clear promo code, the campaign reduces decision fatigue and increases average order value while making the offer feel exclusive and time-sensitive.

Add a subtle countdown timer or 'limited stock' indicator next to the trio offer to create urgency, since the current design lacks time-sensitive cues that could nudge hesitant shoppers toward immediate action. • Include a short testimonial or user-generated photo next to one of the products, especially the Smokey Eye Mascara, to build social proof, as the current layout relies solely on product imagery and lacks real-world validation.

This email aims to drive summer skincare purchases by showcasing peer-reviewed, top-rated products that deliver real results, encouraging recipients to build a personalized routine with a 10% savings incentive.

The email leverages authentic peer testimonials paired with product visuals to build trust and reduce purchase hesitation, making customers feel confident they’re choosing proven winners rather than guessing what works.

By framing the offer as a customizable routine with a 10% discount, the campaign taps into personalization psychology, encouraging users to invest in a curated experience rather than a single product, which increases perceived value and cart size.

Add a subtle countdown timer near the 'Build now' CTA to create urgency around the 10% savings offer, encouraging immediate action instead of letting the incentive feel open-ended and less compelling. • Include a small icon or badge next to each product highlighting key differentiators, like 'Non-greasy,' 'SPF 35,' or 'Cleanses without drying', to reinforce benefits visually and help skimmers quickly identify value without reading full testimonials.

This email campaign aims to drive Mother’s Day gifting sales by positioning Charlotte Tilbury’s skincare and makeup products as magical, personalized solutions for different types of mothers, from grandmothers to new moms, while reinforcing brand loyalty through emotional storytelling and scientific claims.

The campaign brilliantly segments its audience by mother archetypes, glamorous grandmothers, dreamy mothers-to-be, new moms, making each recipient feel personally seen and understood, which boosts emotional resonance and conversion potential.

Each product section pairs a compelling scientific claim, like ‘3X more hydrated’ or ‘93% agree skin looks younger’, with a lifestyle benefit, creating a powerful blend of credibility and aspiration that justifies premium pricing and drives urgency.

Add a visual countdown timer near the top of the email to create urgency around Mother’s Day gifting, since the current layout lacks time-sensitive cues that could nudge procrastinating shoppers to act immediately. • Integrate a small ‘Bestseller Badge’ or ‘Customer Favorite’ icon next to each product kit to reinforce social proof visually, as the current testimonials are buried in footnotes and don’t leverage visual hierarchy to influence decision-making.

This email aims to re-engage students and young professionals by positioning Glossier products as essential, everyday companions for the back-to-school season, encouraging immediate purchases through relatable, schedule-based product storytelling.

The email brilliantly frames beauty products as academic essentials by mapping them to a school day’s rhythm, 'First Period,' 'Second Period,' 'Third Period', making skincare feel like a natural, necessary part of daily routine rather than an indulgence.

By using playful, school-themed props like pencils and paper clips in the hero image, Glossier visually anchors the campaign in student life without being childish, creating instant emotional resonance with its core demographic while keeping the aesthetic clean and brand-consistent.

Add a subtle countdown timer or urgency cue near the hero CTA (e.g., 'Back-to-school essentials selling fast') to nudge immediate action, since the current design lacks time-sensitive motivation despite the seasonal theme. • Include a mini testimonial or social proof snippet under each product set (e.g., 'Loved by 10K+ students') to reinforce trust and reduce friction, especially since the email relies heavily on product storytelling without social validation.

This email aims to guide customers through Charlotte Tilbury’s 6-step Airbrush Flawless routine to achieve a perfected, radiant look while promoting product sales and app engagement. It also incentivizes purchases over £80 with free magic gifts and introduces new loyalty rewards to boost retention.

The email brilliantly transforms a product lineup into an educational journey by framing each step as a ritual, not just a purchase, which builds emotional investment and positions the brand as a trusted beauty coach rather than a mere retailer.

By showcasing diverse skin tones and ‘before/after’ visuals under each step, the campaign leverages social proof and inclusivity to build trust, making the ‘flawless’ promise feel attainable and personalized for every reader regardless of their skin type or shade.

Add a visual progress bar or checklist under the 6-step routine to help users track their journey and encourage completion, this gamification would increase engagement and reduce drop-off between steps. • Replace the generic ‘SHOP NOW’ CTA under each step with dynamic, product-specific CTAs like ‘Get Your Perfect Shade’ or ‘Refill My Bronzer’ to better align with user intent and reduce friction in the decision-making process.

This email aims to inspire customers to shop for a complete date night makeup look by highlighting three essential fall products, encouraging immediate purchase through clear CTAs and visual storytelling that evokes romance and confidence.

The email smartly frames the products not as standalone items but as a curated 'Date Night Look,' which taps into emotional motivation and helps customers visualize the outcome, increasing perceived value and purchase intent.

Each product is presented with a benefit-driven headline and concise description that speaks directly to the user’s desire for effortless glamour, such as 'perfectly blurred, fuller-looking pout', making features feel personally relevant and desirable.

Add a subtle countdown timer or limited-time offer badge near the hero section to create urgency around the 'Date Night Look' theme, encouraging faster decision-making without disrupting the romantic aesthetic. • Include a short customer testimonial or social proof snippet beneath one of the featured products, especially the mascara or palette, to reinforce credibility and reduce hesitation for first-time buyers.

This email aims to drive immediate purchases of the Suspended Sparkle Balm by showcasing its unique texture and versatility through close-up visuals and customer testimonials, while emphasizing its trend-driven appeal to beauty-conscious consumers.

The email masterfully uses macro photography to highlight the product’s texture and sparkle, creating an irresistible visual hook that makes the product feel luxurious and worth experiencing firsthand.

By demonstrating multiple application areas, eyes, face, shoulders, the email expands perceived value, encouraging customers to envision the product beyond its primary use and increasing purchase justification.

Add a subtle countdown timer near the CTA to create urgency around the ‘now trending’ claim, encouraging immediate action instead of passive browsing. • Include a mini FAQ or icon-based benefit grid (e.g., ‘Vegan’, ‘Non-Sticky’, ‘Long-Wearing’) beneath the texture description to quickly reinforce key selling points for skimmers.