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Beyond Personal Grooming: Spongeables Expands into Pet Care

By: Leslie Benson, with input from Lynne Merrill
Posted: November 3, 2008, from the November 2008 issue of GCI Magazine.
Spongeables' Haute Dog Bath Buffer

Spongeables' Haute Dog Bath Buffer

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GCI: What other thoughts do you have that you’d like to share with GCI magazine’s readers?

Elaine Binder: We have a revolutionary delivery system with our infusion technology. Spongeables and Spongelle are designed to transform the way people think about the morning shower. By adding special skin care ingredients to moisturize, protect, rejuvenate and repair the skin, a massaging/exfoliating texture, special fragrance blends and luxurious lather, combined with a cleansing gel all-in-one, we’ve created a better, more efficient, and more pleasing way to bathe. We are now bringing this same technology to pet care, to establish better, more efficient and more pet-friendly ways to accomplish any number of pet care and pet grooming requirements, from the simple bath to beyond. Taking it one step further, there is no limit to the number of established routines Spongeables’ technology can transform. In terms of personal grooming, we have already launched our body buffers around the world and have recently introduced two new products, one for hands and one for feet. We’re exploring a variety of cosmeceutical possibilities, from self-tanning to cellulite treatments. Beyond personal grooming, the technology has potential applications anywhere from household cleaning uses to automotive products, industrial uses. We call our Spongeables concept “Beyond Cleansing” and, quite literally, that’s where we envision taking our product.

Editor’s note: For more information on growing opportunities in the pet care market, read GCI magazine’s November 2008 feature, “Pet Care Pedigree.”