Companies begin catering to four-legged customers

ATLANTA -- When John Paul DeJoria, the co-founder of Paul Mitchell salon products, decided to launch another hair-care line, he made sure it addressed a common consumer problem: fleas and ticks.

DeJoria's new line, John Paul Pet, offers designer formulas for dogs and cats. The exotic concoctions include a tea tree treatment and oatmeal conditioning rinse.

Creating a separate line for pets seemed a natural move for the animal lover, who wanted to apply his renowned hair care expertise to frizzed-out fur. DeJoria said some "cross-advertising" helped lend credibility to the new products.

"We announced to all of our customers that John Paul Pet and Paul Mitchell are two totally different companies," DeJoria said. "But in all the products, it does say that I'm co-founder of Paul Mitchell -- the finest in salon hair care."

A number of other companies that primarily cater to humans are using their brand name recognition to reach four-legged customers. With products such as pet shampoos and doggie sweaters, they are getting in on an industry that is expected to total $31 billion in 2003, according to the American Pet Products Manufacturers Association.

Origins, a division of the Estee Lauder Co., introduced a line of pet shampoos and sprays in 1999 to complement its skin care products and cosmetics for people.

'Part of their lives'

"We don't consider ourselves a traditional cosmetics company in any way," said Roberta Weiss, Origins' vice president of creative marketing services.

"Pets are part of people's families, part of their lives," Weiss said.

The APPMA reported that more than 64 million American households -- or 62 percent of all Americans -- owned a pet in 2002.

Harley-Davidson has created a line of doggie clothes and accessories for the biker pooch.

"We're very careful not to be silly about it," said Ruth Crowley, the motorcycle company's vice president of general merchandise.

The effort has been very successful, she said. The pet products sold out the week they hit store shelves in 2000, and have been selling at a higher rate since then.

Brand images

Other companies see pet products as a way to enhance their fun, quirky brand images.

With sales slumping at the end of 2000, Old Navy, which had appealed mainly to young people, tried to reposition itself as a clothing brand for the entire family -- including the dog. The new campaign, featuring its canine mascot Magic in a series of tongue-in-cheek ads, included a line of bandannas, leashes and other accessories.

"We're always looking for fun and exciting things to add to our product mix beyond the traditional," said Alexandra Cohan, spokeswoman for Old Navy, which launched its pet line in 2001.

Fashion designer Michael Simon said his company also got into the pet business in 1999 to generate "something fresh for people to talk about."

He estimated that revenue from the company's colorful pet sweaters, raincoats and silver jewelry has grown 30 percent to 40 percent.

"We have such a brand identity for being fun and whimsical," said Simon, president of the company that bears his name.