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3:09 AM   November 24, 2014
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People and Pet Spa Crossovers

To hook a pet consumer looking to pamper their pet, carry products with buzz words they already recognize. Keep an eye out for pet spa products that include some of the following crossover trends. Since consumers already have been deluged with the following terms in the people marketplace, the merchandising has been done for you. Most already have a working knowledge of the benefits of these spa-industry favorites.

Shea Butter
Derived from the exotic African shea nut, shea butter products have been climbing the ranks in popularity for their therapeutic, moisturizing properties. By carrying at least one dog skin care product with shea butter – like a shampoo or coat conditioning spray – you’ll capitalize on an already recognizable and popular spa trend.

Oatmeal
Oatmeal has long been marketed to consumers for its skin-soothing properties. Hundreds of premium skin care products for people feature oatmeal as a key all-natural product. Dog spa products that tout oatmeal as a main ingredient invoke two key concepts always used by marketers to describe oatmeal’s benefits: soothing and nourishing. “Collodial” oatmeal, which has been ground and boiled to extract oatmeal’s beneficial compounds, has been used for thousands of years to soothe medical skin conditions. Choose products with this ingredient and you’ll have millennia of marketing already behind them.

Herbal Extracts
Lavender, citrus and green tea extracts have grown tremendously in popularity among consumers. Their all-natural cache and aromatherapeutic benefits have already sold the public. Choose dog spa products with these alluring extracts and you’ve chosen a lineup already popular with owners who purchase similar products to pamper themselves.

Balms
Products for repairing dry, cracked skin on tough areas of the body – balms and their therapeutic connotations have thoroughly sold consumers. Now available for pets with chronically itchy skin, hot spots and rough paws, “balm” products appeal to the consumer’s medicinal sensibilities. Balms hold special appeal in their ability to heal.  

Colognes
For the consumer who wishes not to offend, colognes are a must – for themselves and their pets. Choose exotic fragrances that appeal to a consumer’s sense of class and style. Sophistication means not stinking. Consumers who think this way often spend more for these products than anticipated. Don’t be afraid to stock a big-ticket bottle of pooch perfume.

Turkish/Egyptian Cottons
Turkish and Egyptian cottons, with their superior quality and absorbency, were brought to the masses by such domestic divas as Martha Stewart. Now well versed in the benefits of foreign fabrics, most consumers know that “Turkish” and “Egyptian” mean luxury. Capitalize on the elite quality of these products by stocking a few towels and wraps that tout these buzz words. <HOME>


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