Routine: The Whole Routine, for Less
Routine, the Australian beauty brand behind the MicroPatch, Wand, Cushion Fluid and Ruffle Bag, has sent out a promotional newsletter under the subject line "the whole routine, for less." The email focuses on its four product bundles, presented as the quickest way for customers to build a complete routine at a lower price than buying each item separately.
Contents of the Newsletter
The email opens with a banner offering free shipping across Australia on orders over $100. It then links to several sections of the website, including Best Sellers, Build Your Routine, Our Story, and the Shop page.
The main message is that the brand has "built four bundles, built to save," so that customers can choose the one that fits where they are starting. Each bundle is listed with its price, a short description of what it contains, and a "Shop" button. The bundles are:
- The Complete Routine at $239.20, including everything the brand makes. The bundle contains the MicroPatch, Wand, Cushion Fluid and Ruffle Bag, with a total product value of $372.95, saving the customer $133.
- The Daily Duo at $119.20, including the MicroPatch, Cushion Fluid and Ruffle Bag. It is positioned as the everyday essentials and saves $75.
- The Reset at $207.20, including the Wand, Cushion Fluid, Ruffle Bag and a 10-day MicroPatch. It is described as a full reset and saves $125.
- The Power Duo at $215.20, including the MicroPatch, Wand and Ruffle Bag. It is presented as the two hero devices together and saves $98.
The newsletter closes with a "Still unsure?" section offering help from the customer team, with the support email address support@routinebeauty.com.au. It also includes links to Contact Us, a "Subscribers Save More" offer, social media follow links, an unsubscribe option, and footer links to Shop, Our Story, FAQs and Contact.
About the Products
The newsletter names four products, each of which forms part of the bundles:
- MicroPatch: One of the brand's two hero devices. A 10-day MicroPatch is included in The Reset bundle, and the product features in three of the four bundles.
- Wand: The second hero device, included in The Complete Routine, The Reset and The Power Duo.
- Cushion Fluid: Included in The Complete Routine, The Daily Duo and The Reset.
- Ruffle Bag: Included in every bundle, making it a common element across the range.
The email does not provide detailed product descriptions, ingredients, or usage instructions. Readers wanting more detail would need to visit the Shop or Best Sellers pages on the website.
About the Store: Routine Beauty
Routine Beauty operates from routinebeauty.com.au and presents itself as an Australian beauty brand with a clear focus on building complete routines around a small number of products. Its website and email structure highlight several features that shape the shopping experience:
- Shipping: Free shipping across Australia on orders over $100.
- Bundles: Pre-packaged routine sets designed to simplify choice and reduce overall cost, with savings ranging from $75 to $133 as advertised in this newsletter.
- Subscriber benefits: A "Subscribers Save More" programme, offering additional savings to customers who subscribe.
- Customer support: A dedicated customer team reachable by email, with a Contact Us page and an FAQ section.
- Brand story: An "Our Story" page, along with a Best Sellers section to help new customers find popular products.
The available information does not describe the company's history, founders, manufacturing practices, or sustainability commitments. Those details would need to be confirmed directly through the brand's Our Story page or other official channels.
Summary
This Routine Beauty newsletter is a promotional email centred on four bundles that combine its MicroPatch, Wand, Cushion Fluid and Ruffle Bag at discounted prices. For customers who are new to the brand or unsure what to buy, the bundles offer a simplified starting point, while the free shipping threshold and subscriber savings add further incentives to order.
