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(Photo: Business Wire)

Heads will turn and tails will wag with hip, on-trend grooming styles now offered at PetSmart ® (NASDAQ: PETM) in-store salons. The new Pet Expressions – including chalking, stenciling and feathering – provide safe, creative ways to show off dogs’ personalities and coordinate seasonal looks with temporary fur color accents and accessories.

(Photo: Business Wire)

(Photo: Business Wire)

“In creating Pet Expressions, we looked at all the moments pet parents love to share with their pets and how to add fun and creativity to those experiences,” said Anne Dament, PetSmart’s vice president of services. “We also wanted to make sure the safety, health and happiness of pets stays at the forefront of all grooming. PetSmart groomers participate in hundreds of hours of training, a portion of which is dedicated to chalking, stenciling and feathering.”

Pet Expressions : What’s Trending Now

The three core services of Pet Expressions build on the popularity of human-inspired trends. Everyone from celebrities to kids’ classmates has been spotted with decorative feathers or streaks of color in his or her hair.

  • Chalking: This colorful, non-toxic product has a composition similar to sidewalk chalk that can be easily washed out of a dog’s fur. Available in a variety of hues, a typical application will last from one to six days and is best for dogs with longer fur. Prices range from $2 for a streak and $6-15 for custom ears, tails or other areas.
  • Stenciling: This pet-safe, temporary color is sprayed onto shorter fur in fun shapes such as stars, hearts and paw prints that will change with seasonal trends. They are easily removed with soap and water. Prices are $4 for one stencil, $6 for two and $8 for three.
  • Feathers: Similar to a human’s hair extension, these ethically sourced feathers are handmade into designs in the U.S. and affixed into dogs’ fur to withstand brushing or bathing. Prices are $10 for one feather and $18 for two.

Pet Expressions will be available at almost all grooming salons in PetSmart stores in the U.S., Canada and Puerto Rico. Trained PetSmart groomers can help select the style, colors and placement of chalk, stencils or feathers that will show up best on dogs’ fur. All dogs must be 12 weeks or older, and is currently only available for dogs. Pet parents can share their pets’ experience with Pet Expressions with hashtag #petexpressions.

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