Tweezerman’s latest launch is a collection of tools for furry friends.
The brand, best known for its tweezers, is launching a line of nine pet grooming tools, which will be available on Amazon and the brand’s site next month. (A new Tweezerman pet site will go live with the collection.) The lineup, developed with feedback from veterinarians and groomers, includes a 2-in-1 Shampoo-Dispensing Bath Brush, $24; Coated Tip Slicker Brush for Large Pets, $30; Coated Tip Slicker Brush for Small Pets, $27; Precision Curved Pet Grooming Shears 7 Inch, $30; Precision Curved Pet Grooming Shears 9 Inch, $32; Precision Nail Clipper for Large Pets, $26; Precision Nail Clipper for Small Pets, $24; Precision Tick Removal Tweezer, $22, and Safety Tip Trimming Scissors, $19.
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“Our mission has always been to deliver high-quality, best-in-class tools for our customers,” said Christine Pascullo, Tweezerman’s vice president of digital and marketing. “A few years back, we started to think about what’s next for the brand, what are the right categories for us?”
As it turns out, pet tools were the perfect fit.
“As we continue to look to develop precision tools, we believe that pets deserve the same level of care and attention,” Pascullo said. “We felt like there was an opportunity within the market to develop something that could be really safe for them, that gave them the same level of quality and precision and felt comfortable for their pet parent.”
Tweezerman’s pet collection follows a slew of wellness-centric brands for furry friends that have popped up over the past few years, including some from celebs like Antoni Porowski, Kaley Cuoco and Katherine Heigl. In addition, beauty industry veterans have also tapped into the category, including Winky Lux founder Natalie Mackey, who cofounded Dirty Dog Beauty Club.
“We absolutely have been seeing that there are a lot of other brands,” Pascullo said. “What you’ve seen within beauty and fashion have extended out into pet opportunities for products as well.”
In terms of what’s driving the growth, Pascullo attributes it to gaps in the market and a growing love for pets.
“For so many years, there were base-level products that were on the market that were OK, but were they truly living up to what pets mean to us?” she said. “Many brands have seen that now as an opportunity of, ‘How can we create something that really speaks to what our pets mean to us?’”
While many of these new wave pet wellness brands have been dog centric, Tweezerman is betting on cats as well through the new products and campaign imagery.
“It’s important for us to equally support both,” Pascullo said. “We have such an extensive array of content that’s been put together that’s educational about the different tools. You will see an equal mix of multiple breeds, both within cats and dogs.”
In the way of education, the brand has developed videos, infographics and images showing the tools in action for each product in the line. The brand has strategically decided to launch online only at first to boost the educational content and collect customer feedback.
“This is going to be a very wide 360 cohesive, digital approach,” Pascullo said, adding that the company will also be tapping influencers for additional educational content. “Our plan is beyond that, we would move into stores at a later time, but we feel like since it’s a new category for us, it gives us such an opportunity to learn and to understand what’s working for our customers.”
With that, the company declined to share specific sales figures, but industry sources estimate the line could account for 10 percent of Tweezerman’s online business within its first year.
“This is just our first phase,” Pascullo said. “We do believe there are additional products that we can move into and something that we’ve been well into ideation for.”
