BY HILARY DANINHIRSCH
As pets are becoming part of the family, it is essential that they be kept clean and
healthy, said Gina Dial, vice president of sales and marketing for
John Paul Pet in Ventura, Calif.
“Consumers want products
that are effective and easy to understand,” Dial said. “Also, as consumers travel more with their pets,
keeping them clean while on the
road is uppermost in their minds.”
The humanization of pets
has given way to the desire for
human-grade products. In the
grooming category, trends include spa, humanlike products,
facial wash, tear stain removers,
body essence sprays, detanglers
and deodorizers, said David J.
Campanella, sales and marketing
director for Lexington, Ky.-based
Best Shot Pet Products.
Misty Lifford, owner of Misty’s
Pet Depot in Knoxville, Tenn., said
that people still rely more on pro-
fessional grooming rather than do-
ing it themselves at home. None-
theless, for those do-it-yourselfers,
deshedding and dematting prod-
ucts are trending, she said, adding
that sales in this product category
are affected by the seasons.
“Right now, with colder
weather, it’s the shampoos, refreshing sprays, nail trimmers and
paw balms, because people are
getting ready to bring dogs and
cats in for the winter,” she said.
“During the warmer months, it’s
flea shampoo, flea combs and
NEW TO THE CATEGORY
Dallas-based Reliq Pet LLC, relatively new to the grooming market, manufactures pet shampoos,
pet odor eliminators, and ear and
“We are the only grooming
product implementing advanced
nanoscience in our product line,”
said Cameron Fang, president.
“Reliq’s proprietary ingredients
are volcanic minerals; each sham-
poo has a different combination of
herbal extracts, such as tea tree oil,
lavender oil or rosemary, and each
is employed for different uses.”
John Paul Pet keeps its assort-
ment small, with constant up-
dates to the formulas, said Dial,
noting that the company recently
added orange oil to its Full Body
& Paw Wipes.
Best Shot Pet Products offers new products that focus on
keeping pets clean in between
grooming appointments, including purse-sized versions of its
One Shot Dry Clean Spray and
One Shot Deodorizing Spray. The
company also offers its new Scen-tament Spa Body Splash Sprays
for refreshing, deodorizing and
detangling in 18 varieties.
“We recently brought in the
Eye Envy ear cleaner and liquid
dryer kit,” said B.C. Henschen,
a partner at Platinum Paws re-
tail and grooming salon outside
of Indianapolis. “We love this
product, love the story behind it,
use it in our salon and offer it for
our customers. We always are
trying new equipment and liq-
uid products, but we tend to stay
with our tried-and-true slickers,
FURminators, combs and Tropi-
In keeping with customers’
desires for natural products, Carls-
bad, Calif.-based EQyss is devel-
oping and testing a new green
line of consumer products for use
in retail, said Dallas Van Kempen,
co-owner and president.
“We are very proud to say
that all EQyss products are made
in the USA from ingredients and
components sourced in the USA,”
Van Kempen said.
“EQyss recently manufactured
some more economical and highly dilutable professional groomer
shampoo formulas,” he added.
“Groomers are, and always have
been, looking for highly dilutable,
clean-rinsing products to use in
Getting to know the customer
is an important component of
EQyss’ company philosophy,
which prefers “good, old-fashioned education and training of
retail sales staff to help consumers
make educated decisions on their
purchases,” said Van Kempen.
“We try to enable sales staff to
answer customers’ questions and
be a solution finder for their prob-
lems,” Van Kempen said. “Our
office support staff is available
and very responsive to customer
inquiries via phone or email. We
constantly are striving to improve
our website and make what our
customers want available to them.
“Education is important for retailers to be able to serve their customers and for the retail customer
to be able to make an educated decision on the types of products they
want to buy,” he added. “The Internet is amazing for this purpose.”
Consumers are getting smarter every day and demand to know
the “whys,” said Reliq Pet’s Fang.
To help that process along, the
company has “educational materials showing the science behind
the Reliq product and testimonies
from clients, including before and
after pictures,” Fang said.
Retailers have ample opportunity to educate their clients one on
one, particularly those that have a
grooming salon on the premises.
“My store is an interactive
store; we educate clients on a daily
basis,” said Lifford of Misty’s Pet
Depot. This includes everything
from “learning how to correctly
use flea combs, dematting brushes
and nail trimmers to how to determine which shampoo is right for
their dog,” she added.
Brush Up Your Displays
Operating a full-service grooming salon within a retail
store provides unique merchandising opportunities.
PRODUCT MERCHANDISER FOCUS
“Take a look at how many retailers now
offer self-serve and full-service salons.
We attribute this to the increase in
small pet/companion animals and the
humanization and indulgence of pets;
pets now are considered a member of
the family. Families are busy and simply
don’t have time to keep up with their
pets. They seek day care, grooming,
pet sitting, yard cleanup, etc. The opportunity for add-on sales and services
is now greater than ever.”—DAVID J.
CAMPANELLA, sales and marketing
director for Best Shot Pet Products in
“Consumers are looking for the
products that really work. That is the
goal for us. We are considered a new
company in the grooming world, but
our products work as advertised,
and we receive great feedback from
president of Reliq Pet LLC in Dallas
IN WHAT WAYS IS THE
GROOMING MARKET GROWING?
Celebrating its 25-year commitment to
quality ingredients and manufacturing
exceptionally high-performance products for skin, hair and coat, EQyss Pet
Grooming Products uses scientifically
superior ingredients, formulations and
manufacturing processes to deliver
the best to our retail partners and pet
parent customers alike.
With a growing portfolio of brands
that include Micro-Tek®, Premier,
Mega-Tek®, Flea-Bite® and Avocado
Mist®, we are proud of our commitment to Clean Technology using solar
energy, purified water and the highest
manufacturing standards from 100%
USA-sourced raw materials.
Our grooming solutions are 100%
made in the USA inside our Vista, Calif., manufacturing plant, and we stand
proudly behind our 100% Satisfaction
Guarantee on every product every day.
To help support our retail partners
and drive sales, EQyss pet offers free
in-store sampling of our products in
convenient sample-size containers. We
believe that once your customer tries
our products, they will be our collective
customers for life.
Staying focused on our original
mission, EQyss Grooming Products
continues to exceed the expectations
of compassionate pet owners who
search for a higher-quality grooming
product for their family’s pets.
You can easily merchandise and
recognize EQyss products on the shelf,
as EQyss is the original product in the
black bottle. Mix and match or choose
best-sellers such as EQyss’ Premier
Shampoo and Conditioner. The Premier combination of quality provides
your customers with a superior sa-lon-quality clean of their pet every
time. Each bottle is made with love
from USA-sourced natural botanicals
that promote a healthy skin and coat.
Free from alcohol, soap and harsh
detergents, EQyss Premier pet grooming products add volume and shine
to a pet’s coat while softening and
conditioning at the same time. If your
customers struggle with shedding and
dander, our products can greatly reduce the shedding with a tangle-free,
For more information, please
visit EQyss Pet Grooming Products at
EQyssPet.com or at Global Pet Expo
2016 in booth No. 1813.
Brush Up Your Displays,