Pet Product News International March 2017 108
BY SANDY CHEBAT
Pet owners are looking for luxurious, therapeutic, and sophisti- cated bath and spa products for their beloved animals to enjoy. In response, manufacturers are offering a host of products modeled after those in the human spa product category.
;;et owners are loo;ing for more refined products for their pets,;
said Gina Dial, vice president of sales and marketing at John Paul Pet,
based in Ventura, Calif. “The trends are following the human catego-
ries in natural, botanical, gluten free, etc.;
AdreAnne Tesene, owner of Two Bostons, which has stores in Il-
“Customers want to see what they use themselves: limited and
natural ingredients,; she said. ;Customers are becoming more edu-
cated about what ingredients are appropriate for pets, and they expect
quality. They don’t want to see sodium lauryl sulfates or a lot of heavy
Steve Nicolosi, national sales manager and owner of Glo-Marr Pet
Products, based in Lawrenceburg, Ky., said pet owners are also look-
ing to pamper their pets.
“Consumers are looking for the same type of spa experience that
they are also experiencing themselves—from an aromatherapy standpoint to the way their hair and skin feels after using or being bathed
in top-;uality, all-natural products,; ;icolosi said. ;;hey may cost a
little more at the store or the groomer’s, but it’s worth it.;
NEW OFFERINGS FOLLOW THE TRENDS
Manufacturers are responding to this growing demand with new
launches. John Paul Pet is adding two products to its lineup in May:
Lavender Mint Shampoo and Lavender Mint Detangling Spray.
“The name Lavender Mint comes directly from the Paul Mitchell
for humans category,; Dial said, ;but we ha;e ad;usted the p; and
added moisture for the benefit of pets’ s;in and coat.;
The company also is designing its packaging to be more informa-
tive so “consumers know what botanical ingredients are inside at a
glance,; Dial said, adding that the company will call the line ;eneficial
Botanicals by John Paul Pet.
Essential oils such as argan and jojoba are popular ingredients
right now, said Dave Campanella, director of sales and marketing for
Best Shot Pet Products International, based in Frankfort, Ky. With this
in mind, the company plans to relaunch its Fresh Apple Lily, Lemon
;o;oba ;anilla and ;andarin ;asmine ;oney shampoo, conditioner
and body spray sets with enhanced fragrances.
;hile the product ;should smell incredible,; Campanella empha-
sized that “consumers aren’t stupid, and they’re looking for legitimate
;alue, not ;ust a fancy bottle.;
James Brandly, marketing coordinator for TropiClean, based in
Wentzville, Mo., agreed, saying pet owners want products that both
work and are safe to use on their pets, so they look more closely at
This observation was echoed by Cameron Fang, manager of product development for Reliq, which is based in Dallas.
“The most important thing is the product not only needs to look
good, but also wor; effecti;ely,; he said.
Another key sales driver in the spa category continues to be the
demand for fun and yummy-smelling fragrances. Glo-Marr is an ex-
ample of a manufacturer that is meeting this demand. Nicolosi said
the company’s Barktini line of shampoos and spritzers/colognes is
modeled after popular cocktails—the margarita, strawberry daiquiri,
pina colada and cosmopolitan.
“They are manufactured in our all-natural, soap- and detergent-free
base and are easy to use and smell great,; ;icolosi said. ;;he sprit;er
colognes are a great complement to their coinciding shampoos.;
The company’s Kenic Retro line offers different advantages. The
four problem-solving shampoos, including a calming formula called
Mellow Mutt and Meow, and the moisturizing Purple Purr and Pooch,
feature fun, eye-catching ;throwbac;; pac;aging that is designed to
pop on retailers’ shelves. Nicolosi added that they are “products that,
again, are manufactured in our same great base formula, and each
pro;ide a certain benefit.;
Lorie Loftis, CEO of Venus De Fido in Palm Desert, Calif., said
customers expect both manufacturers and retailers to promote pet
health and wellness, as well as focus on the environment and give
back to the community.
“The trends are the same ones that are relevant in the spa industry
A Category in Bloom
The pet spa category blossoms as consumer demand for effective,
luxurious and safe products continues to grow.
“Consumers are looking for the same type of spa experience that they are
also experiencing themselves—from an aromatherapy standpoint to the
way their hair and skin feels after using or being bathed in top-quality,
all-natural products.” —Steve Nicolosi of Glo-Marr Pet Products