(This article appeared in the Sept. 2007 issue.)
Licked Clean
Home grooming products keep cats salon fresh in between visits.
By Scott and Ann Springer
Half the battle in selling at-home grooming products to cat owners is educating them that their cats' tongues don't get the whole job done.
After all, grooming forms an essential part of a pet's health, says Amy Osete, the marketing director for Bamboo, a manufacturer based in North Hills, Calif.
"Veterinarians recommend regular grooming to maintain a pet's healthy, clean coat and to reduce excessive shedding that can aggravate allergies," Osete says.
Grooming should be introduced to a cat at an early age to familiarize it to the practice. "It's important to accustom the pet to having its mouth and paws touched," Osete says. "It helps the processes become more natural."
Michelle Young, the owner of the retail shop Animal Talk in Seattle, Wash. and the director of a cat shelter, says that "grooming is a form of socialization."
Young notes that older cats at her shelter that weren't exposed to grooming at a young age bite her more often than do the feral cats.
Clean as a Whistle
Even though cats spend countless hours licking and cleaning themselves, they still need regular brushing and combing.
These grooming practices remove loose hair, prevent matting, and keep the skin free of diseases and parasites, Osete says.
A well-groomed cat is more hypoallergenic and requires less self-grooming. "They'll get fewer hairballs and have fewer other problems as a result," Young says.
Brushing also allows a cat owner to give his or her animal a once-over.
Owners should "move the hair aside and examine the skin closely for signs of fleas and ticks," Osete says. "Also, they should check for any unusual problems with the coat such as mats, tangles, or skin irritations."
Long-haired cats require daily brushing to prevent matting, while short-haired felines need regular brushing sessions to help collect hair that has been shed.
Lee Phillips compares matted-down coats to wearing an overcoat in the summer. "The hair can't breathe," says Phillips, the owner of The Doggie Wash in Purcellville, Va.
Phillips recommends that owner get down to the skin when combing and examine it closely.
"If you push the hair backwards on the coat you should see the skin," Phillips says. "If you can't then it's matted and you may need professional attention."
Leave-in conditioners can be applied to help consumers treat smaller mats or tangles at home, says Marv Channell, the national sales manager of pet products for MiracleCorp in Dayton, Ohio.
Brushing regularly can reduce shedding in short and long-hair cats. Deshedding sprays also help moisturize the skin and hair follicle to reduce hair loss, Channell says.
However, excessive shedding can indicate other health problems, Phillips cautions.
Along with brushing, bathing is an important tool in maintaining a cat's coat. "Veterinarians recommend regular bathing of long-haired cats four times a year and short-haired twice a year," Osete says.
Not all cats enjoy bathing, so waterless shampoos may be a good alternative for those with an aquatic phobia. "One of our big sellers is a lather-less, leave-on shampoo that has catnip in it," Young says. "People love it and so do their cats."
Specially designed bath tubs for cats can also help make bathing easier for Fifi and her owner, says Tim Forrest, the product manager for Petmate in Arlington, Texas.
These tubs feature non-skid appliqués and side compartments to keep shampoos and combs handy.
Customers who own multiple cats should be advised to bath them at the same time to prevent hostility. "They smell different after they've been groomed and the other cat detects something different and may want to fight," Phillips says.
Down to the Details
Nails, teeth and ears should also receive regular attention between grooming visits.
Nails should be clipped at least once a month and sometimes even twice a month, Channell says. "It may be subjective to the age of the cat, its diet, and other factors," he says.
Solution-oriented products on the market that detect the quick with a sensor make it easier for owners to regularly trim a fussy feline's nails, Channell says.
"If nails get too long, they will cause the toes to spread and make walking uncomfortable and painful," Osete says.
Nails that are overgrown can also snag and rip and cause other health problems, Channell says.
Teeth should be brushed at least twice a week, Phillips says. Ears should be examined to look for signs of build-up in the outer crevices, he adds.
Getting Cleaned Out (of Inventory)
Young moves more inventory by allowing her actions to speak louder than her words. She does this by using her favorite grooming products on the cats she grooms.
"People ask lots of questions when they see the products being used," Young says. "They want to be able to get those same results on their own animals."
If a live display isn't an option, consider using a video clip provided by a manufacturer to bring the product to life, Osete says.
Cat products should be displayed separately from dog or small animal grooming products to create awareness for this segment, Osete says.
"Cat products may get lost in the mix," Osete says. "Many products are designed in proportion to a cat's size and shape, where similar items for dogs may be too large and therefore ineffective."
Create a self-care station for cat owners, Phillips suggests. Place all of your grooming items neatly together in an easy-to-access space to draw attention.
Use signage to help educate customers about the importance of this category, Osete says.
Educating consumers about the importance of grooming their cats is another essential way to increase sales in this segment.
"The grooming category is growing as more owners recognize how home grooming helps build a comfort level and trust with their pets," Osete says.
Scott and Ann Springer are frequent contributors to the magazine.
Products to Stock
Brushes in varied shapes, sizes, and tine depths
Combs with combination tine depths and widths
Dental brushes and wipes
Ear or eye wipes
Flea combs
Gloves with "nubs" or "fingers" for bathing
Mat-removing brushes and combs
Nail trimmers with safety-stop guards
Nail files / emery boards
Shampoos and conditioners
Tape rollers to remove pet hair from the home
Magnetic pet hair removers to pick up excess hair on any surface
Timeline for Tidying Up
Brushing and combing: daily for long-haired cats, less often for short-haired
Teeth brushing: twice a week at least
Ear cleaning: as needed
Bathing: four times a year for long-haired cats, twice a year for short-haired
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