Guide to Buying, Selling and Marketing—Natural Pet Products 24 Pet Business www.petbusiness.com

T he popularity of natural pet products has carried over from 2014 and is expected to gain momentum in 2015. The American Pet Products Association’s (APPA) annual report regarding pet industry spending reveals that pet services,

which include grooming and spa treatments, experienced nearly 10 percent growth in 2014, with 2015 forecasts expecting an additional eight percent increase.

Unfortunately, unlike beauty products intended for human use, which are regulated by the Food and Drug Administration (FDA), pet grooming products—or grooming aids, as they are referred to by the Center for Veterinary Medicine (CVM)—are not regulated unless they are also considered to be a therapeutic drug.

Rub-A-Dub, Nature in the TubBathing the smallest, most vulnerable creatures, such as puppies

and kittens, requires products that are gentle and effective. Pet King Brands’ ZYMOX line addresses grooming issues for pets that need gentle bathing solutions by using a patented LP3 Enzyme System. “Because the enzymes are fragile, they can only be combined with the most gentle of ingredients. Plant-based surfactants are used, so it is mild as baby shampoo,” says Deborah Brown, vice president of marketing and advertising for Pet King Brands, Inc. The mild

characteristics of ZYMOX Shampoo and Cream Rinse are so gentle that they can be used to bathe dogs and cats, puppies and kittens, and pets that suffer from skin irritation, such as dermatitis or hot spots.

Within the discussion of pet goods, dogs and cats receive much of the focus, but Pet King Brand’s ZYMOX line provides solutions for the needs of larger animals as well. ZYMOX is available in an equine shampoo and conditioning rinse—ZYMOX Skin Guard. Horse care includes addressing a set of issues completely different from those of dogs and cats. “The shampoo is ideal for supporting healthy skin and, in particular, those horses prone to skin issues such as rain rot, ringworm and scratches,” according to Brown. “Most horse enthusiasts know the importance of grooming to remove excess sweat/moisture, other environmental elements as well as microbes.”

Human-Grade GroomingWhile working on the human end of personal grooming,

Ark Naturals CEO and founder Susan Weiss saw potential in transitioning to the pet-care side of the business. Weiss’ company was launched in 1996, and in nearly 20 years, Ark Naturals’ product offerings have grown to include lines that cater to specific pet needs: active, senior, calming and dental, to name only a few.

A Matter of TrustWithout clear government regulation of pet grooming products, consumers must rely on the transparency of natural brands. By Dorothy Crouch

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Utilizing neem, a tree believed to offer many healing properties by those who engage in natural or holistic health practices, Ark Naturals’ line includes Neem “Protect” Shampoo and Spray. Intended to naturally soothe itching and dermatitis suffered by dogs and cats, Neem “Protect” Shampoo’s botanical-based formula is also environmentally friendly. The Neem “Protect” Spray is also appropriate to use as an insect repellent on horses and includes citronella, providing trusted natural protection from bites.

Ark Naturals also recognizes the importance of providing grooming products to meet the needs of senior pets. The company’s Gray Muzzle line features products aimed at improving the quality of life for older pets through health supplements and products that solve problems of daily life that come with age.

Guide to Buying, Selling and Marketing—Natural Pet Products 25 Pet Business www.petbusiness.com

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WHAT’S ON THE SHELF: NATURAL GROOMING PRODUCTSAroma Paws (aromapaws.com): Aroma Paws Organic Ear Wash cleans dirt and debris, and removes waxy buildup from a dog’s ears. This all-natural formula is blended to effectively clean and disinfect while maintaining proper pH balance. Tea tree essential oil is an antifungal, antimicrobial agent that helps to keep ears free of microbes which may cause infection. Aroma Paws Organic Ear Wash has no medicinal smell and can be used on cats and other small animals.

BioDerm Laboratories (biogroom.com): Bio-Groom Indulge is a baby-mild, sulfate-free hydrating and conditioning shampoo

with 100-percent pure argan oil. Good for all skin and coat types, it cleans and conditions as it restores and repairs dry skin and damaged hair, leaving the coat luxurious. Argan oil is loaded with vitamin E and natural plant healing components to soothe, nourish and revive. Absorbable soy protein will build body and strengthen the coat. Indulge does not contain any artifi cial thickeners or fi llers, and it will not strip any natural oils from the skin or coat. It is all-natural, and cruelty and soap free.

Earthbath (earthbath.com): With earthbath’s new shed control product line, which includes a Shed Control Shampoo and Shed Control Conditioner, excess shedding and dander can be controlled. Using all-natural ingredients, these shampoos and conditioners nourish and detoxify skin, and

rejuvenate coats while controlling associated allergens. earthbath’s Shed Control Shampoo is pH-balanced and soap-free, containing organic fair trade shea butter, essential green tea leaf extract, ginseng, omega-6 fatty acids, awapuhi, and other natural humectants and emollients. Shed Control Conditioner uses a blend of select moisturizers, antioxidants and a vegetable-based conditioner to create a great smelling product that detangles, leaving pets’ coats with a brilliance and sheen.

TropiClean (tropiclean.com): TropiClean shampoo features rich botanical extracts and essential vitamins that

revitalize the skin and coat. Each provides a rich, creamy lather, gentle deep cleaning and quick rinse.

These natural pet shampoos are soap free and include papaya, oatmeal, vitamin E

and awapuhi. TropiClean’s line offers products to address different pet needs. For a bright, white coat and refreshing

fragrance, TropicClean produced White Coat, and to soothe dry, itchy skin medicated Oatmeal shampoo provides relief. Luxury 2 In 1 is a convenient shampoo plus conditioner.

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A L L N A T U R A L S K I N C A R E F O R A N I M A L S

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Guide to Buying, Selling and Marketing—Natural Pet Products 26 Pet Business www.petbusiness.com

“We all know that living longer—regardless of whether you are a human mammal or a pet mammal—is not without some age-related issues,” says Weiss. “Our goal with Gray Muzzle is to help dogs and cats [be] healthier and more engaged with their families.”

For some senior animals, mobility can be difficult, and being lifted into and

from a bathtub can be impossible. Gray Muzzle’s No Shampoo! Shampoo is a natural combination of balsam, cedarwood, rosemary and orange oils. The leave-in formula requires no rinsing.

Most pet parents are familiar with discharge around the eye area of their animals and the staining that can result from chronic eye tearing. Tear staining can

be traced to health and diet, as well as genetics. “Tear staining in dogs and cats is a condition called epiphora,” explains Lynda Winkowski, president of Angels’ Eyes, which makes tear stain treatment products. Whether eye tearing is the result of an allergy or the beginning of an infection, epiphora can create an environment ideal for bacteria to breed. “Not only is it unsightly, but it may be very irritating to your pet. The staining may also emit a moderate to noticeably strong odor.”

Angels’ Eyes provides topical and oral solutions to clear the signs of epiphora. The company recently released its Gentle Tear Stain Wipes that are made with juniper berry oil, known as a solution to fighting bacteria, and cocamidopropyl betaine, a non-irritating antiseptic. “We choose ingredients that would be very gentle in this sensitive area,” says Winkowski. “Just like you or me, having any irritation around the eye is bothersome, so we choose these ingredients carefully to be not only effective but gentle and soothing.”

No Harmful ChemicalsWhile the types of natural ingredients

used in these products are important, at times it is what is not included that is most significant. Pet King Brands, Inc.’s ZYMOX Shampoo and Rinse contain no chemicals, chlorines, dyes or chlorhexidine, which can irritate pets’ skin. Angels’ Eyes also sells only paraben-free bathing products in its line and uses argan oil, a popular ingredient in beauty products made for human use, in its Rockin’ Moroccan Shampoo. In addition to using the much lauded neem oil, Ark Naturals rejects the use of sodium lauryl sulfate in its Neem “Protect” Shampoo, opting instead for coconut oil and glycerin.

Since pet services saw the largest amount of growth compared to all other industry segments in 2014, and the category is expected to continue growing in 2015, retailers must take notice. Consumers who are willing to exhaust time researching and spending money on the highest-quality natural pet-grooming products are going to seek items only from companies that they trust are using the most nourishing ingredients possible while refraining from the use of potentially harmful chemicals. a

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