Our monthly magazine, O'Dwyer's PR Report, features a story in its forthcoming October edition about the pet healthcare craze (obesity drugs and separation anxiety meds are all the rage), with a passing mention of the pampering pooches are getting these days.
Two days after our magazine was closed, this release landed in my inbox today, further illustrating the depths of the pet lifestyle market.
From the release: JB Cumberland Public Relations (JBC PR), a highly-respected New York City-based public relations boutique, has agreed to take on a special project to promote awareness and provide trade show support for celebrity wigmaker, Ruth Regina’s new venture WigglesTM – wigs for dogs. Ruth Regina, eighth generation wigmaker, combines old world craftsmanship with modern technology to design and manufacture these “doggi dos” for canine companions.
Ruth Regina is famous for making wigs for celebrities from Lucille Ball to Jennifer Lopez, Eva Longoria, Heidi Klum and Kate Moss.
“Dogs have long been pampered with sparkling jewelry and expensive outfits, accessorizing dogs with hair pieces is simply taking the concept to the next step,” according to Ruth Regina. That’s why she founded Wiggles.
Regina says “I am confident that our partnership with JB Cumberland PR will result in extensive, positive coverage for the Wiggles line and set the trend of dog wigs as a premiere fashion accessory for man’s best friend”.
Joanna Cumberland, President and founder of JB Cumberland PR explains, “The
concept seemed too much fun to refuse when the PR department of a major
trade show asked us to take on the Wiggles account.”
Whatever you think about this, the pet industry is a $40B juggernaut these days and that's good for PR. Just ask Fleishman-Hillard.