In-store expertise, in every customer’s pocket, through WhatsApp

Carrying the in-store experience across to digital

For over ten years, Oh My Cream! has been a reference in clean beauty thanks to a demanding product selection and, above all, the expertise of its in-store advisers.

The brand is now well established in France, the United Kingdom and Belgium, with more than 40 stores.

For Marie Pesquet, Head of CRM and Traffic, the challenge is clear: bring that same quality of advice to digital channels.

Going beyond the limits of email and SMS

Before WAX, Oh My Cream!’s CRM strategy rested mainly on newsletters.

Email drove a meaningful share of traffic, but the channel quickly hit its ceiling: it distributes content well, yet stays barely interactive and limited in format.

As for SMS, several tests showed it could not build a real relationship with customers: few characters, no way to start a conversation and no interaction in return.

For a brand whose strength is personalised advice, what was missing was a channel able to recreate a natural exchange with its customers.

Rich, personalised conversations on WhatsApp

With WAX, Marie and her teams found new room to express themselves.

WhatsApp goes well beyond a plain marketing message: video, images, audio, interactive buttons, conversational journeys. Every campaign becomes an experience.

The platform is very easy to pick up. In a few minutes, the teams can build different scenarios, add media, branch the journey according to what customers reply, and collect valuable behavioural data.

That information then enriches customer knowledge and helps both the CRM team and the in-store advisers look after every customer better.

Black Friday: humanising the campaign with the founder

For its first WhatsApp campaign, Oh My Cream! chose content it could not have produced on any other channel.

For Black Friday, Juliette Lévy, the founder of Oh My Cream!, recorded a video presenting her own selection of favourite products.

Customers could then pay directly or ask for more information without leaving the app.

The campaign created a moment of closeness between the brand and its customers. The video felt like personalised advice, true to the in-store experience.

Gift Guide: recreating the in-store experience inside WhatsApp for the holidays

For the end-of-year holidays, Oh My Cream! designed a conversational experience built entirely around advice.

Customers answer a few questions about the person they are buying for: profile, needs, budget.

From their answers, WhatsApp automatically recommends the best-suited selection.

The goal was not simply to suggest products, but to reproduce the questions an adviser would naturally ask in store.

The approach produced an unexpected result: several customers replied on WhatsApp to thank the brand for helping them find the perfect gift.

For Marie, this campaign shows exactly what conversational makes possible: an experience that is useful, engaging and natural enough that customers want to reply the way they would to an adviser.

Concrete results, backed by the WAX team

WhatsApp is now a CRM channel in its own right at Oh My Cream!

In a few months, the brand has already gathered close to 13,000 opt-ins and reached an 80% open rate, proof that the messages are read and heard.

Beyond the channel and its performance, Marie also highlights the quality of the platform and of the support WAX provides, which makes adopting a new channel easier through regular follow-up and advice throughout the project.