Now, more than ever, pets are nearer and dearer to consumers across the nation. So is it any surprise that beauty brands have decided to take a walk on the wild—er, domestic— side with their own products catered to pets now?
Earlier this week, luxury hair care label Ouai launched Fur Bébé pet shampoo, right in line with National Puppy Day. At first glance, Fur Bébé, which boasts Ouai’s dreamy signature scent, sleek packaging, and a lush $32 price tag, could be a doggleganger for the brand’s luxurious lineup of human products. But all jokes aside, pet parents can rest assured that their fur babies will be treated to pet-safe properties like aloe vera, rambutan seed extract, and hydrolyzed vegetable protein. This isn’t the brand’s first time around the petcare block either. Ouai originally premiered its pet shampoo as a limited-edition product back in 2018. Now, the shampoo, which is for both dogs and cats, promises to be part of the brand’s permanent collection. Fur Bébé, which features Ouai founder Jen Atkin’s own two dogs in its campaign, can be spotted on her social channels, Sephora and Ulta websites, on Ouai.com, and through other retail partners including Nordstrom, Amazon, and Urban Outfitters.
Ever since the pandemic hit, the pet-care business has been booming. Revenue for pet products and services skyrocketed to over $100 billion in 2020 alone. This in mind, Ouai is sending out packages of its new product not only to human influencers, but to petfluencers like Bear (@goodboybear), an English cream goldendoodle and Taco (@adventures.of.taco), a maltipoo, who both fetch 113,000 and 42,000 followers, respectively. It’s also making a donation to Wags and Walks, the rescue where Atkin adopted her dogs, and promoting pets available for adoption on its Instagram.
While most leading brands in Gartner’s Digital IQ Index: Beauty shifted launch-focused spend to support hero products during uncertain times like the pandemic, Ouai’s launch is unique in that it’s not new. In fact, the pet shampoo sold out almost instantly when it was first launched back in 2018. And while dogs typically take the lead when it comes to social media performance, cats off to Ouai for acknowledging the paw-tential of feline friends too.