August 23, 2005

From Pet Products to Pupperware Parties

As the party hostess she got the makeover and was spared no indulgence. In the comfort and privacy of her Pembroke Pines apartment, Aleska was lathered-up in vanilla-scented foaming cleanser. She sampled organic treats, therapy spritzers and balm for her feet. A red scarf completed the look -- a fetching one, for sure.

But in the end, no amount of primping could change the fact that Aleska was a real dog -- a 7-year-old German Shepherd mix, to be exact. The Pupperware party and doggie makeover were compliments of Shure Pets consultant Stacey Wright, who was on hand to display her pet products and answer questions. Nine dogs were invited as guests.

As about 20 humans cooed and giggled, watching Aleska's transformation from mutt to mademoiselle, Wright smiled and took orders - cash, check or charge. Tipping their hats to the Avon Lady while tapping into the $36 billion pet-care industry, Shure Pets of Chicago is taking the direct sales approach that brought Tupperware and Mary Kay into America's living rooms and applying it to pet products via the Pupperware party.

"I'm very intrigued with people's connections with their pets," said Andrew Shure, the company founder.

The company has been expanding quickly since its launch in late 2003, adding more than 600 commission-earning consultants to its roster during the last year, Shure said.

Florida is one of its fastest growing markets. Shure Pets roughly doubled the number of its salespeople to 100 across the state this year and just recently began moving into South Florida.

DEMOGRAPHICS

"Two groups are feeding the growth, especially the growth of high-end pet products," said Bob Vetere of the American Pet Products Manufacturers Association, "baby boomers, whose children have gone off to college and beyond, and young couples, who are postponing having families to pursue their careers." Also, the relatively robust economy offers pet lovers income to spare on pet pampering.

Humans have exhibited extravagant behavior toward pets for thousands of years, researchers say. Dogs, especially, are good about tolerating affectionate buffoonery.

"You can have fun at an animal's expense without hurting their feelings because they are enjoying the attention anyway," said Dr. Alan Beck, director of the Center for Human-Animal Bond at Purdue University.

"They are society's court jesters, and they love you unconditionally." Case in point: At the Pupperware party, Harvey, a male cocker spaniel, spit out a Devine Canine Breath Mint Wright had given him. She tried again to freshen him up with the Devine Canine Breath Drops.

"Who wants to see if it worked?" someone shouted.

Everyone laughed, but if Harvey was offended, it was hard to tell. Wright, a former Avon Lady and Mary Kay rep who works as a consultant for the Coast Guard in Miami, said she sees potential in Shure Pets. The company's website says it will take consultants from "wags to riches." Commissions start at 25 percent. Products range from about $10 to $100. A multilevel marketing model also allows Wright to share in the commissions of consultants whom she brings into her "pack."

FAMILY FUN

"It's more of a family-oriented atmosphere. You can have the husbands and the children there, where as with Mary Kay -- when have you seen a guy try on makeup at a party lately?" Wright said.

She has three parties planned and has been handing out catalogs to dog owners in her Brickell Avenue condo.

Those at the Pembroke Pines party were mostly co-workers.

"When we heard she was doing this, we thought it would be kind of a neat excuse to get the dogs together and for us to get together. You know, it's fun," said Bill Kruse, who with wife Stephanie invited Wright to their apartment to show her wares.

Stephanie Kruse said ideally the party would have been outdoors, but rain forced everyone into their two-bedroom apartment -- creating an accident waiting to happen.

There was only one party pooper, so to speak, in attendance. Mo, a pit bull mix, had an "accident" on the living room floor.

Normally a punishable offense, this time Mo actually did everyone a favor.

"We were able to demonstrate the organic citrus cleanser for stain and odor control," Wright said.

BY MONICA HATCHER