Meet the Serum Routine Is Proudest Of: Cushion Fluid

Australian skincare store Routine has sent out a newsletter under the subject line "meet the serum we are proudest of." The email introduces Cushion Fluid, a lightweight serum built around a copper peptide called GHK-Cu, and invites readers to shop the product with a limited-time discount. This article covers what the newsletter says, the product it promotes, and what can be learned about the store behind it.

Part 1: Contents of the Newsletter

The newsletter opens with a banner announcing free shipping across Australia on orders over $100. It then moves into its main message, a spotlight on Cushion Fluid, which the brand presents as the serum it is most proud of.

• Shipping offer: Free Australia-wide shipping on orders over $100 is highlighted at the very top.
• Navigation prompts: Links point to Routine's Best Sellers, a "Build Your Routine" tool, and the brand's "Our Story" page.
• Product introduction: The headline "Say hello to Cushion Fluid" leads into a contrast with typical serums, which the email says "sit on the surface and hope." The brand claims Cushion Fluid was designed differently.
• Ingredient focus: The email explains that the formula is built around GHK-Cu, a copper peptide the team kept returning to while developing the MicroPatch.
• Role in the routine: Cushion Fluid is positioned as the "Maintain" step, meant for use between the bigger steps of a skincare routine.
• Why GHK-Cu: The brand describes the ingredient as the reason the product is "not just another hydrating serum," stating that it earns the Maintain step rather than being handed it.
• Price and promotion: The serum is listed at $69, with 20% off "for now" using the code BF20.
• Calls to action: Multiple "Shop Cushion Fluid" buttons appear, along with a "Shop Now" prompt and an Afterpay payment option.
• Subscription offer: A "Subscribers Save More" message appears in the footer area, though the text is cut off.
• Footer: Social media links, an unsubscribe option, and links to Routine, Beauty of J, Shop, Our Story, FAQs, and Contact.

Part 2: The Product, Cushion Fluid

Overview

Cushion Fluid is a serum designed for the "Maintain" stage of a skincare routine. According to the newsletter, it is light in texture yet deeply hydrating, and it is intended to keep skin calm, comfortable, and even between other treatment steps.

Intended Benefits

• Deep hydration with a light feel
• Helps keep skin calm and comfortable
• Designed to support the look of firmer, smoother skin over time
• Meant to be used between the larger steps of a routine

Key Ingredient: GHK-Cu

The defining feature of Cushion Fluid is GHK-Cu, a copper peptide. Routine says the ingredient was discovered during development of the MicroPatch, a separate product the newsletter mentions but does not describe. The brand presents GHK-Cu as the main reason the serum stands apart from ordinary hydrating serums. The newsletter does not provide clinical data, concentrations, or full ingredient lists, so these claims should be read as the brand's own statements.

Price and Offer

• Regular price: $69
• Promotional price: 20% off with code BF20, which brings the price to approximately $55.20
• Payment: Afterpay is available for customers who prefer to pay later

The newsletter describes the discount as available "for now," so shoppers should check the offer's terms before purchasing.

Part 3: The Store, Routine

Routine (routinebeauty.com.au) is an Australian online beauty and skincare retailer. Its newsletter suggests a focus on building complete skincare routines rather than selling isolated products. The site's navigation, as reflected in the email, includes Best Sellers, a "Build Your Routine" feature, and an "Our Story" page, which signals an emphasis on guiding customers through step-by-step regimens.

Several details help define the brand:

• Location and shipping: The store serves customers across Australia and offers free shipping on orders over $100.
• Subscription program: A "Subscribers Save More" option suggests that repeat customers can receive additional savings.
• Payment flexibility: Afterpay is offered, allowing customers to split purchases into installments.
• Product lines: The footer mentions Beauty of J, which may be a related brand, collection, or section of the store, though the newsletter does not explain it.
• Customer support: FAQs and Contact pages are available for shoppers with questions.
• Social presence: The brand invites readers to follow it on social media.

The newsletter does not disclose the company's founding date, leadership, manufacturing practices, or certifications. Readers who want more background should visit the "Our Story" page directly for the brand's own account.

Summary

Routine's newsletter promotes Cushion Fluid, a $69 serum built around the copper peptide GHK-Cu and positioned as a "Maintain" step for hydrated, calm, and comfortable skin. With a 20% discount using code BF20, free shipping on orders over $100, and Afterpay available, the email makes a clear case for trying the product. Shoppers interested in the serum's claims should review the full product page and the store's policies before purchasing.