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Dog Grooming Promo Hits Henri Bendel: Upscale pet brand Sexy Beast courted discriminating consumers with
in-store styling sessions at the luxury retailer.
When introducing consumers to her line of upscale dog-grooming products, Sexy Beast founder Renee Ryan is faced with striking a delicate balance:
On the one hand, Sexy Beast is intended to be a luxury brand; on the other, Ryan needs to get her somewhat unconventional merchandise in front
of her target customers and let them see it in action. (After all, even the most canine-centric consumer may not realize they need plant-based,
hypo-allergenic, 100-percent vegan grooming products -- and frangrance -- for touch-ups in between regular trips to the groomer.)
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