Retail Lab: How 'Oh My Cream' is bringing the best of the French Pharmacy experience to the UK
In this week's Retail Lab, I take a look at how shopping for skincare is changing.
When it comes to retail, fashion, beauty and shopping, I’m all about longevity because flash in the pan trends can be costly for customers, businesses and the environment.
Instead, I prefer to take a longer term view, creating strategies and building businesses that look ahead to deliver products that are well thought through and made to be used and loved. This is how brands and retailers can build customer loyalty and drive repeat purchases, which are always better than constantly trying to attract new customers through expensive marketing strategies.
There is no better example of taking the longer term view in skincare and beauty than French Pharmacy where skin is a serious business for customers and brands. For decades, this is an industry that has built its success on science-backed credentials and research, creating groundbreaking products that drive innovation and provide efficacy, selling in their thousands the world over.
When I lived in Paris, I bought all my skincare from the local “pharmacie” where experts would be on hand to guide me through the routine that would work best for my skin. It was a science-based, practical approach that worked, and I loved it.
It will come as no surprise then that I’m thrilled to see Oh My Cream expanding its offering to the UK. Their concept store near Marylebone Lane is built on the same transparency and expert advice that make the French “pharmacies” so successful, and if you want to know more, take a look at their commitments page linked here.
What is the allure of the French Pharmacy?
With the skincare space becoming overcrowded, it’s no surprise that beauty enthusiasts are attracted to the sanctuary of the French Pharmacy.
Skincare is the centre of attention and perusing the shelves looking for undiscovered products makes customers feel like they’re in on a secret.
The products offer high efficacy, they’re affordable, and shopping for them in a clean and calm environment makes more sense than battling the crowds at Sephora.
The products are in sleek packaging, it’s easy to understand their purpose, and above all they are functional.
French Pharmacy is the holy grail for skincare enthusiasts, and it’s easy to see why.
French Pharmacy is booming in the UK.
French Pharmacy brands like Avène and Bioderma have been available in the UK for decades, but as demand for them grows, the way we buy them has changed.
Boots now has a dedicated French Pharmacy aisle with many cult classics available
Escentual stocks all the essentials I used to buy in Paris
But the real-life, immersive and dedicated French Pharmacy space was still missing, and this is where a gap opened for Oh My Cream, who have taken the best parts of the French Pharmacy experience and made it accessible to UK customers via their store experience and brand selection.
Stocking skincare-first products from brands such as Violette_FR and Skin Office Paris to formula-focused brands like Victoria Beckham Beauty and Augustinus Bader, Oh My Cream has gone beyond the traditional “pharmacie” brands to bring niche names and products to the UK customer, promising them a solution they can trust, with the traditional French Pharmacy look and feel.
What’s clear to the UK customer is that in France (and indeed Europe), they shop for beauty differently. It’s a sterile environment, with skincare shopping more akin to a visit to a dermatologist than a make up counter.
And Oh My Cream’s offer of specialist in-store treatments backs up this aesthetic.
Let’s talk about the store experience.
Shopping for skincare is a big deal for customers and big business for brands and retailers, which makes every touchpoint valuable.
Here’s a snapshot of what Oh My Cream gets right:
They create a calming shopping experience that encourages the customer to browse and test products;
The sales experts are friendly and not intimidating, offering advice when it’s asked for;
The store is clean and bright, making it easy to navigate the selection of brands and products;
Brands are clearly labeled, making discovery easy;
Brands stocked are carefully curated to avoid overwhelm, but still include those we can’t find easy elsewhere in the UK.
All of this creates a luxurious shopping experience that speaks to an educated and knowledgeable beauty customer, justifying the higher price points.
Why does it work?
Here’s a round up of the best strategies in the French Pharmacy niche, both in store and online:
A store that welcomes customers in while still maintaining an air of professionalism;
The quiet store environment is geared towards offering a personalised service, fostering trust and building a community;
There is a limited number of brands available which shows care and consideration in the selection process;
Treatments in-store are limited to the ones that offer tangible results;
Having consulted with an expert, customers are encouraged to make a considered purchase rather than wasting money (online, both Escentual and Oh My Cream have advice available in blog posts and articles);
Transparency is key and this is going to become an even bigger theme in skincare;
Using sell outs to drive customer curiosity and demand;
Creating cult products that drive long-term, repeat sales.
What opportunities does the future hold?
Here’s what I think we can expect:
More science-backed beauty and skincare brands that are proven to work, rather than catering to trends;
Retailers like The French Pharmacy and Oh My Cream opening more outlets;
Positive changes to the way skincare is sold in the UK, putting science at the fore of customer decision-making;
Product innovation with both heritage and new brands;
More stores where skincare consultations and treatments are available.
Let’s wrap things up
Customer service matters in beauty, especially as the landscape is overcrowded and often confusing, so French Pharmacy-inspired stores such as Oh My Cream represent a fresh way to shop for make up and skincare.
As customers become more aware of ingredients and formulas, this is a natural step that combines education with shopping, which has the huge potential to genuinely help customers with their skincare and beauty goals.
What’s coming up on In The Loop
Next week, I’ll tell you all about my recent visit to the Selfridges beauty hall as I talk department store retailing and why it could still be the destination for discovery and delight. Subscribe today to make sure you don’t miss any updates.
Until next week,
Hina