My top creams are Castle Forbes Lavender (I also like Lime), AK 1869 (in the tub) and T&H Ultimate Comfort. I understand Simpson's is very nice. I have never seen any of these in a store.
As someone who has just started wet shaving a couple of months ago I would highly recommend getting Sample packs from truefiit and hill, Geo F Trumpers, and Taylor of old Bond street. I know they must be ordered online but it will really be a great introduction into great creams and let you find what works best for your face and your nose.
Simpson's is an okay cream, but it has an odd scent. Castle Forbes Lime and Lavender are my favorites. I also like Penhaligon's Endymion and my newest favorite: Mondial's Bergamotto-Neroli
I like taylor of bond street but since you are looking for something available in stores, you should check out The art of shaving. They have unscented creams.
Here's my vote: Go to Garry's Sample Shop and try a bunch of different samples. I've found several creams/soaps/aftershaves this way, and they're cheaper than buying whole tubs of the stuff. Look stuff up, if you're not sure what it is. Find reviews for things, and find out what fragrances they have before ordering.
Going on what I've used, if you want to stick with creams, I'd suggest these:
Nancy Boy Signature (My favorite, so far!) or Orange Blossomwood
These are outstanding creams, and you can order travel sizes to try them out ahead of time, which are still large enough to last quite a few shaves.
The Gentlemen's Refinery Standard
Another great cream! It's not the cheapest, but it's excellent, and right up there with the NB creams.
Simpson's Luxury
I just tried this one, and it really is nice. The scent is fresh, but not old-man-ish. Very nice, very slick.
If you want high-quality creams, you're going to have to pay a little extra for them. If you want something good, but not high priced, you can try other creams, like the C.O. Bigelow and Proraso creams. They're not overly expensive, and perform well. I also hear good things about the Taylor's of Old Bond Street creams, but I only have tried their Sandalwood and didn't care for the scent. I haven't tried others, yet. Others that I have not tried, but have excellent reviews and are inexpensive:
Speick
Kiss My Face
Palmolive
Dreadnought
La Toja
Taylor's of Old Bond Street
There are lots of creams to try from out there. I just tried one from Bulgaria, called Ikar Tornado, and it was outstanding. It's just not widely available here in the states. Other highly-regarded creams, though usually higher-priced:
Art of Shaving creams
Castle Forbes
Truefitt & Hill (I've been jonesing for their 1805 cream/AS.)