Europe: a brand new problem for French retailer Oh My Cream!



Premium Magnificence Information – After 21 openings in France, Oh My Cream! is now crossing nationwide borders, and the primary stopover is the UK! Why select England to start out increasing overseas?

Juliette Levy – At Oh My Cream!, we’re very pragmatic. We’re nonetheless a small firm with a decreased staff and restricted means, which is why we thought accessibility – geographic proximity to the headquarters – and the language spoken is perhaps the best alternative for a primary check on the worldwide degree, with out utilizing an excessive amount of of our assets. The UK is the third European magnificence market, after France and Germany, so it appeared like the plain answer to our equation. London is 2 hours and twenty minutes away from Paris by Eurostar, and the entire staff at Oh My Cream! speaks fluent English, opposite to different languages like Italian or German.

Premium Magnificence Information – Why resolve to open two shops in two months?

Juliette Levy – We intention to copy the technique we carried out in France in London, and all throughout the UK. We had probably not deliberate to open two shops virtually on the similar time. Nevertheless, opening a second retailer rapidly, after which a 3rd, and many others., is certainly a part of our motion plan to broaden within the UK. I instantaneously fell in love with the locations we now occupy. The primary, in Notting Hill, is a distinct segment deal with which jogs my memory of our first venues in Paris: we stand subsequent to fashionable French manufacturers like Sézane, Maje and Diptyque. The second is in Chelsea, on King’s Street. It’s clearly the premium procuring vacation spot par excellence. We positively needed to be there. These two locations are complementary.

After which, fascinated about it, with my buyers, in fact, we concluded that by opening two shops virtually on the similar time, our message can be stronger and extra impactful. To everybody’s eyes, we’re the Clear Magnificence retailer who is able to take London, not a small idea retailer touchdown right here randomly.

Premium Magnificence Information – You opened your doorways over a month in the past in Notting Hill, and some days in the past in Chelsea: have you ever had any suggestions but?

Juliette Levy – Londoners had been ready for us, specifically as regards skincare. They’re delighted with the insightful experience they get, and which our rivals don’t essentially provide, i.e. Area NK, Boots, or department shops. And now we have one other asset: remedies are already doing very nicely right here. Londoners take pleasure in skincare remedies and aesthetic drugs far more ceaselessly and simply than French ladies do. As well as, if they’ve an actual style for face remedies, specifically facials, not all of them really give in: an ordinary session at a facialist’s prices no less than 300 kilos. Oh My Cream! remedies have vivid days forward, that’s for certain!

Our personal model, Oh My Cream Skincare, is basically profitable. Clearly, they’re unique merchandise there, in order that they attraction to a inhabitants longing for novelty. Plus, they’re inexpensive, so the shopping for act is kind of easy.

Oh My Cream Skincare solar merchandise are doing even higher than anticipated. Londoners use solar merchandise every day: they’re an integral a part of their each day routines. Virtually one buyer out of two asks us for a solar block once they step in our retailer!

Premium Magnificence Information – After the UK, what nation have been you fascinated about?

Juliette Levy – The Oh My Cream!, Magnificence Vacation spot 2.0 idea may meet shopper expectations past European borders, however it isn’t our primary goal proper now. We intention to reach increasing within the UK, after which in Belgium, the place now we have began creating: we’ll open two shops in Brussels within the first semester 2023. Belgium is our first international market proper now by way of on-line gross sales. We all know we will have our personal place there, however at a smaller scale than in England, in fact. In two years, we’ll likely broaden in one other neighbouring nation: why not Italy, which loves skincare, however it’s too quickly to inform.



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