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Brief Published: 29 Dec 2016

Mr.Paw: Luxury Grooming


As we explored in Pet Parents: Premium Pet Care, the market for high-end products and services dedicated to pets is lucrative. New Melbourne-based brand Mr.Paw borrows tropes from contemporary premium beauty brands for its dog-grooming product – a conditioning shampoo.

Competing with Australian brand Aesop and its Animal Wash product, Mr.Paw taps into the naturals market with premium ingredients that wouldn’t look out of place in luxury skincare. 

Certified organic chamomile helps calm and soothe dry, sensitive skin; peppermint essential oil provides a subtle fresh scent; comfrey extract, oat oil, shea oil and vitamin E hydrate the skin and fur; and hydrolysed silk traps moisture in the fur to make it soft and shiny. 

With a visual brand identity created by Australian design studio Mildred & Duck, the minimal, Scandi-inspired packaging – which has also been selected for its low carbon footprint – would sit well on a beauty Instagrammer’s bathroom shelf.

In the US, 95% of pet owners consider their pets to be part of the family – up 7% from 2007 (Harris Poll, 2015). As attitudes towards pets increasingly reflect a human-like, family-style bond, we expect a focus on premium pet grooming products in the future.

With pet products and conventional skincare sharing similar visual aesthetics and formula compositions, could there be a potential market for human-animal hybrid offerings?

For more on pets, read Pets Are Family, Wearable Pet Tech, Pet Retail: Fetch’s Tech Incubator, Felcana: Sensors for Pet Wellbeing and Pet Design: A Growing Market. And for more on minimal packaging design, see Scandi Beauty: Cult Appeal