e.l.f. Cosmetics' Pawer Grip Primer Dog Toy Supports Animal Welfare
Laura McQuarrie — February 6, 2025 — Lifestyle
References: elfcosmetics & instagram
Beauty brands are launching cosmetics-themed dog toys to reach pet-loving consumers, playfully showcase product features and brand values, and support worthwhile causes—and e.l.f. Cosmetics is the latest to do so with its Pawer Grip Primer Dog Toy.
This cosmetics tube-shaped dog toy takes after e.l.f. Cosmetics' bestselling Power Grip Prime—one of which sells every 3.5 seconds—and brings attention to e.l.f. as an official partner of Best Friends Animal Society. Through this partnership, the clean, vegan, and cruelty-free brand double-certified by Leaping Bunny and PETA is donating $25,000 to the organization’s efforts to support pets and people impacted by the California wildfires.
Made in partnership with Best Friends Animal Society, the plush Pawer Grip Primer Dog Toy with a squeaker is only available for a limited time.
This cosmetics tube-shaped dog toy takes after e.l.f. Cosmetics' bestselling Power Grip Prime—one of which sells every 3.5 seconds—and brings attention to e.l.f. as an official partner of Best Friends Animal Society. Through this partnership, the clean, vegan, and cruelty-free brand double-certified by Leaping Bunny and PETA is donating $25,000 to the organization’s efforts to support pets and people impacted by the California wildfires.
Made in partnership with Best Friends Animal Society, the plush Pawer Grip Primer Dog Toy with a squeaker is only available for a limited time.
Trend Themes
1. Pet-centric Brand Collaborations - Beauty brands are teaming up with animal welfare organizations to create products that appeal to pet owners and highlight social responsibility.
2. Cause-driven Product Development - Companies are integrating charitable components into limited-edition product lines to align with consumer demand for social impact.
3. Novelty-infused Pet Merchandise - Brands are designing unique pet products themed around their bestselling items to engage consumers through playful and creative merchandising.
Industry Implications
1. Pet Products - The pet products industry is seeing an influx of crossover items that cater to consumer interests in both animal care and brand affinity.
2. Beauty and Personal Care - Beauty brands are extending their reach into new markets by creating themed merchandise that underscores their commitment to ethical practices.
3. Nonprofit Partnerships - Nonprofits and businesses are forming strategic alliances to drive mutual benefits and greater visibility for charitable causes.
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