How Oh My Cream Brought Its In-Store Consultation Online with Personal Shopper

Oh My Cream has built its reputation over 10 years on the quality of advice delivered in store. A team of beauty advisors that turns every visit into a real consultation, helping customers find a routine that fits their skin, their concerns, and their lifestyle.

The brand's digital team had a clear ambition: bring that same level of advice online.

After a first phase running Dialog's AI agent on product pages, Oh My Cream went further with Personal Shopper, now live on the site. An AI agent trained on Oh My Cream's full catalog and on the brand's consultation logic asking the questions an advisor would ask, adapting as the conversation goes, and recommending a complete routine, not just a product.

"We're really trying to create a Personal Shopper that is the digital version of the beauty advisor. And that's why we work with Dialog."
Sarah, Head of Digital Projects

How Oh My Cream Encoded Its In-Store Expertise into Personal Shopper

Personal Shopper reflects Oh My Cream's tone of voice and applies the brand's expertise on clean formulas including the constraints that matter for sensitive skin, pregnancy, and beginners. It follows the same logic an in-store advisor would: identify the skin type, understand the goal, build a routine, explain the why behind each product.

Before Personal Shopper, Oh My Cream had a traditional decision-tree skin diagnosis on the site. It worked, but it had limits.

"It was a really big Excel sheet with questions and options. It was quite okay, it just was not as detailed and accurate as what AI can do. Now we can push any product of the catalog we don't need to choose beforehand. On a decision tree, you have to pick the products that will be featured. It's still limited, it's still very human."
Sarah, Head of Digital Projects

The journey continues after the site. Personal Shopper is integrated with Klaviyo: the recommended routine is sent to the customer's inbox, with each product detailed, and an "add to cart" button to buy the whole routine at once.

How Personal Shopper Improves the Buying Experience at Oh My Cream

Visitors engage naturally with the agent, often starting with one of the suggested questions. Conversations feel smooth and personal close to the experience of speaking with an Oh My Cream advisor in store.

Key results:

• ×3 the average conversion rate in beauty e-commerce

• 70% opt-in rate at the end of the journey visitors actively choose to receive their personalized routine

• 60% of users keep exploring with the agent after their first recommendation

• 300,000+ conversations started on the site over the past year

Beyond conversion, Personal Shopper gives the digital team a continuous read on what customers actually ask useful feedback that helps the team adjust product pages over time.

"We have the data of what people ask, and that gives us information of what people may not understand about the products. When we have those questions, we can adapt the description to really match them before they even ask."
Sarah, Head of Digital Projects

Beyond Beauty: One Personal Shopper, Every Category

What started with Oh My Cream now works for any brand where customers need real recommendations not filters.

• Furniture brands let customers send a photo of their room and surface pieces that fit the space.

• Fashion brands let customers share a picture of an outfit they love and find the closest matches in their catalog.

• Wine, sports gear, kids' products, electronics, home decor… any category where a real recommendation makes the difference.

Each brand can run several Personal Shoppers one per use case each trained on its own expertise.