Skin&Coat Skin

Sweet ReliefChronic skin and coat problems are common among companion animals, and retailers that can offer relief through solution-oriented products are sure to be popular with grateful pet owners. By Mark Kalaygian

While the common sight of a dog sitting in the

corner scratching itself with its hind leg may seem

innocuous enough, the reality is that this may be

a sign of chronic skin and coat issues that are

creating severe discomfort for the pet. And while

sometimes an itch is just an itch, chronic skin and

coat problems in pets are far more prevalent than

one might think.

“Issues with skin and coats of animals are two of the most common complaints seen in a veterinary practice,” says Brian A. Crook, DVM, president of CalmCoat & VetEssentials. “Whether the problems are caused by allergies, poor nutrition, fleas, mites or hormonal imbalances, skin and coat problems are a problem for the pets, as well as the owners.”

Adelia Ritchie, Ph.D., founder of DERMagic Skin Care for Animals, goes a step further in saying that skin problems are the “number-one reason pets visit the vet.” However, when it comes to finding a cause for such problems, she says there is one usual suspect. “Most of the time, these itchy, rashy, black skin issues are misdiagnosed as

allergies, and are most often the result of a yeast invasion, where yeast [a fungus] lives in the hair follicle, causes itching, scaliness and/or hair loss,” she says.

Deborah Brown, vice president of marketing and advertising at Pet King Brands, agrees that fungal infection is often at the root of a pet’s skin and coat issues, but notes that such infection is typically related to other factors. “The most common skin and coat issues are hot spots and bacterial, fungal or yeast problems that arise when a pet’s skin is irritated and battling allergies,” she says. “The allergic pathogen is often hard to determine and many pets will be allergic to a host of things from environmental, chemical, food, etc.”

While fungal infections are indeed a major cause of discomfort in pets, Elizabeth Fella, marketing manager at Fetch…for pets!, makers of Burt’s Bees Natural Pet Care products, says there are a variety of other catalysts for skin and coat

issues, including climate. “Both warmer and colder weather come with unique problems,” she explains. “In the spring and summer months, pets are more often exposed to infections, inflammation, and infestations by fleas and ticks. In the colder months, skin and coat issues include dry skin and allergies to dust and

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SkinCoat Skin&Coat

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storage mites. Dry skin can lead to itchiness and become infected with scratching, biting, licking and chewing.”

Not surprisingly, pet owners who observe chronic skin and coat issues in their four-legged loved ones will be on the lookout for products that can offer relief to their animals; and retailers that can deliver such solutions are sure to gain the loyalty of these shoppers. The key, according to industry experts, is in building a diverse and effective selection of items that will not only address obvious symptoms (i.e., itching) but also get to the root of the problem.

“Retailers should carry a range of products to deal with the variety of issues associated with the different skin ailments,” says Fella. “Stores should offer products like flea and tick remedies, deodorizing sprays, and skin soothing creams and sprays to combat skin and coat irritations caused by allergies, dehydration and inflammation.

“Having a variety of skin and coat care products will ensure that pet parents are able to properly care for their pet’s skin and coat. There are products that are necessary, in addition to shampoos to promote health. For example, a dog may need a moisturizing cream for their skin, nose and paws. Furthermore, it is helpful for pet parents to have the option of buying products that work in conjunction with shampoos. For certain dogs, it may be necessary to have both a spray and shampoo for their specific skin needs.”

Stephen Thomas R.Ph, owner of Thomas Labs—makers of Pet-A-Zyme Skin-Coat-Nails, an enzyme-based supplement that helps promote a lustrous coat, healthy skin and strong nails in pets—agrees that variety in the skin and coat department is essential, especially given the solution-oriented nature of these products. “There is no one-size-fits-all product for skin and coat care,” he says. “What works well on one animal’s coat may cause a reaction in another, or simply not work for their coat type. Having a wide selection of well-researched topical-care products and healthy supplements gives a grooming department a solid toolbox of products to use in all situations.”

In addition to addressing a variety of issues, a pet retailer’s skin and coat care product selection should also accommodate shoppers’ differing tastes and price sensitivities, says Lisa Jordan, sales and marketing director for Espree Animal Products. “A pet store’s grooming

department should be well rounded with their product offerings,” she says. “Many customers purchase on price while others are solution driven, some purchase on familiar brand names and others source ingredients. The natural and organic grooming products section has grown significantly due to consumers’ focus on healthier and safer products for themselves and their families.”

As Jordan notes, the skin and coat care department has proven to be a particularly good fit for natural and organic alternatives to traditional products. “Consumers are looking for natural, organic and eco-friendly topical pet products,” says Fella. “Pets are an important part of the family, thus pet parents are concerned about the safety of the products they purchase. For this reason, consumers are better informed and looking

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Skin&Coat

for natural/organic brands for their pets. This has caused an increase in demand for natural skin and coat products.

“Skin and coat care products are a good fit for the natural trend for several reasons. The skin accounts for much of the body’s absorption of everyday toxins, so it is important to invest in natural products that are free of harsh chemicals. In addition, synthetic compounds can damage an animal’s skin and fur and provoke allergies due to additives, like cheap fillers, mineral oil and chemical preservatives. In contrast, natural products feature ingredients from the earth, which are milder and safer for pets.”

While building a comprehensive selection of natural and traditional skin and coat solutions is sure to drive success in a pet store, Brian Reardon, business unit manager for ProLabs, cautions retailers against offering too much selection. “This can be a very crowded category and sometimes confusing to pet owners,” he says. “Too many choices can be unproductive. Many brands offer full line availability when it comes to shampoos and conditioners. I would suggest no more

than a few brands that cover the breath of consumer preference. Beyond that, single-use products such as hot-spot sprays should have some science behind them. Retailers can only commit a limited amount of space to these products, so the brand choices they make should be based on the evidence of safe, proven, efficacious products.”

EduCation REquiREdIn addition to honing the store’s product

mix, retailers must also be prepared to educate pet owners on common skin and coat issues ailing their pets. “With interesting ingredients entering into the mainstream pet health and wellness category, ingredients like enzyme therapy and organic products like diatomaceous earth, it is important for retailers to study the ingredients in the products they offer and be able to answer questions from interested consumers,” says Thomas. “Being able to intelligently talk about the ingredients in a product and their use and effectiveness will go a long way to building consumer confidence not only in the product but in the retailer as well. Not every product will work for every animal the same, but being

able to offer your best suggestion based on the knowledge you acquire, either directly from the manufacturer or from self-research, will keep customer coming back for your service and expertise.”

To gain the education necessary to convey important product information to pet owners, Crook suggests that retailers lean on their suppliers. “It is critical that retailers use the educational resources available from the various manufacturers to help in the education process of the skin conditions, as well as the products to treat those conditions. We will work with retailers to provide educational materials, as well as customer presentations to larger groups to help support the retailers.”

While Pet King Brands also offers retailers various training tools such as Power Point presentations, literature and online webinars, Brown says that effective customer education will require a two-way exchange of information between store staff and customers. “Retailers can educate themselves by listening to their customer’s needs,” she says. “Different areas of the country tend to have skin conditions that are common in those areas. Many customers will be describing similar symptoms.” n

123 Pet Software/DaySmart Software ................. (800) 423-8100 ....................www.123petsoftware.com ............................ 13

Andis ............................................................................. (800) 558-9441 ....................www.andis.com .................................................. 6

Angels’ Eyes ................................................................. (866) 350-4569 ....................www.angelseyesonline.com ......................... 18

Burt’s Bees Natural Pet Care .................................... (855) 430-8100 ....................www.burtsbeespets.com ............................... 24

Bass Brushes ............................................................... (818) 882-HAIR ....................www.thehairdogcompany.com ................... 19

Calm Coat/Vet Essentials ......................................... (888) 842-4230 ....................www.vet-essentials.com ................................ 15

Direct Animal Products ........................................... (877) 459-7827 ....................www.directanimal.com .................................. 23

Forever Stainless Steel .............................................. (866) 774-EVER ....................www.foreverstainlesssteel.com ...................... 8

Metro Dryers ............................................................... (800) 822-1602 ....................www.dogdryer.com ........................................... 3

Opie & Dixie ................................................................ (415) 652-7989 ....................www.opieanddixie.com ................................. 14

Pet King Brands .......................................................... (630) 241-3905 ....................www.zymox.com ............................................. 21

Ryan’s Pet Supplies .................................................... (800) 525-7387 ....................www.ryanspet.com ........................................... 2

Smart Practice/Soft-Paws Inc. ................................ (800) 762-7877 ....................www.smartpractice.com ................................ 11

Splash and Dash......................................................... (888) 815-2284 ....................www.splashintomorecash.com ...................... 4

T-Kennel ....................................................................... (888) 551-4060 ....................www.t-kennel.com .......................................... 10

Wahl Clipper Corp. ..................................................... (800) 767-9245 ....................www.wahlanimal.com ...................................... 9

Company Phone Web Site Page #

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