NEW YORK, Sept. 10, 2016 /PRNewswire/ -- Fresh Step Litter
debuted its Hot to Adopt™ campaign during Fashion Week in
New York, which is aimed at
eliminating barriers to cat adoption, celebrating our love of cats,
and ultimately helping every shelter cat find a forever home.
Fashion icon, actress and cat lover, Katie
Cassidy, partnered with Fresh Step to bring felines and
fashion together on the catwalk to turn the cat lady stigma upside
down at the Fresh Step Feline Fashion Lounge and Adoption Event.
The runway show held Saturday, Sept.
10 featured the latest feline-inspired fashion and the trend
that never goes out of style – adoptable cats! In addition, a
limited edition #hot2adopt T-shirt was unveiled at the fashion
show, with proceeds benefiting partner shelters and rescues across
the country.
"From cat eye glasses and leopard prints to kitten heels and
cat-faced flats, feline-inspired fashions have infiltrated runways
for many years," said Cassidy. "Typically, cat owners aren't
described by their style, but that's about to change with the
launch of the Hot to Adopt campaign where felines and fashion are
coming together to support cat adoption."
While cats have always been highly regarded in the fashion
world, their owners don't always get the same respect. According to
a recent survey* asking people to describe cat owners, nearly half
(43 percent) replied "weird or quirky". The study also confirmed
the most common phrase associated with "cat lady" is "crazy." More
than a third of respondents say that litter box odor (39 percent)
is the worst thing about owning a cat. Whether it's the unfair bias
toward cat owners and the cat lady stigma or fear of a stinky cat
litter box, Fresh Step is committed to eliminating all barriers to
cat adoption and celebrating cat ownership.
"Cat owners can get a bad rap and are tired of the negative
stereotypes like the 'crazy cat lady'," explains Nick Meyer, Director of Marketing, Clorox Pet
Products. "Fresh Step is out to change that. Our Hot to Adopt
program aims to embrace and celebrate cats and cat people -- loud
and proud -- so we can encourage more adoptions."
"Cat bias is a real issue. Sadly, three out of four shelters
pets are cats and they are adopted at lower rates than other
companion animals," said Stephanie
Mattera, the Spokesperson for the Mayor's Alliance for NYC's
Animals. "That's why Fresh Step's Hot to Adopt campaign is so
important! We hope that people will see past the outdated cat lady
stigma and open their hearts and homes to cats."
Fresh Step wants people to step out and wear their love of cats
by celebrating modern cat ladies (and gents), by declaring "Feline
Fashion Fridays" through the month of October to showcase unique
feline-inspired looks. Cat owners can show their love of cats by
posting a picture of themselves with their cat to Fresh Step's
Instagram using #freshstepcontest each Friday for a chance to win
free Fresh Step litter, a $250 VISA
Gift Card and the limited edition #hot2adopt T-shirt.
"With millions of cats entering shelters each year and less than
half getting adopted, Fresh Step is on a mission to help every
shelter cat find a forever home, because we understand how
rewarding it is to have cats in our lives," said Meyer. "Fresh Step
has a long history of celebrating cat ownership through shelter
partnerships, but there is more work to be done in order to break
down any barriers to adoption, including cat lady stigmas, and
increase adoptions nationwide."
Share your love of cats and join Fresh Step's mission to help
every shelter cat find a forever home. Make it #hot2adopt by
wearing your cat pride. A portion ($7.50) of the purchase price of Fresh Step's
specially designed T-shirt will benefit shelter cats across the
country. Model your support that it's #hot2adopt. Available for
$20.00 at freshstep.com.
The Fresh Step Hot to Adopt Feline Fashion Lounge and Adoption
Event took place on Saturday, Sept.
10, at the Lori Bookstein Fine Art Gallery on 138 10th
Avenue, New York, New York,
10011. Zani's Furry Friends, Little Shelter Animal Rescue and
Adoption Center, and The Humane Society of New York, participating organizations with The
Mayor's Alliance of NYC's Cats will be on-site with adoptable cats.
To learn more and help make it #hot2adopt, visit freshstep.com.
Fresh Step® with the Power of FebrezeTM
litter doesn't just mask odors it eliminates them. Created
with cats health and happiness in mind, Fresh Step with the Power
of Febreze is the purrfect match for both cats and their owners.
Febreze is a trademark of The Proctor & Gamble Company, used
under license.
* (Google Consumer Survey, 2016)
The Clorox Company
The Clorox Company (NYSE: CLX) is a
leading multinational manufacturer and marketer of consumer and
professional products with about 7,700 employees worldwide and
fiscal year 2015 sales of $5.7
billion. Clorox markets some of the most trusted and
recognized consumer brand names, including its namesake bleach and
cleaning products; Liquid Plumr® clog removers; Poett® home care
products; Fresh Step® cat litter; Glad® bags, wraps and containers;
Kingsford® charcoal; Hidden Valley® dressings and sauces; Brita®
water-filtration products; Burt's Bees® natural personal care
products; and Renew Life® digestive health products. The company
also markets brands for professional services, including Clorox
Healthcare® and Clorox Commercial Solutions®. More than 80 percent
of the company's sales are generated from brands that hold the No.
1 or No. 2 market share positions in their categories.
Clorox is a signatory of the United Nations Global Compact, a
community of global leaders committed to sustainability. The
company also has been broadly recognized for its corporate
responsibility efforts, most notably receiving two Climate
Leadership Awards for Excellence in 2015 and a Safer Choice Partner of the Year Award in 2016
from the U.S. Environmental Protection Agency as well as being
named to CR Magazine's 2016 Best Corporate Citizens list and
included in the 2016 Newsweek Green Rankings. The Clorox Company
and The Clorox Company Foundation contributed approximately
$15 million in combined cash grants,
product donations, cause marketing and employee volunteerism in the
past fiscal year. For more information, visit TheCloroxCompany.com,
the CR Matters Blog and follow the company on Twitter at
@CloroxCo.
NYSE: CLX
CLX-B
Media
Contacts:
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Katie Young, PDC
PR
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401.529.3955
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katie@pdcpr.net
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Anne Marie Ghigo,
Clorox
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510.271.4710
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Anne.Marie.Ghigo@clorox.com
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SOURCE Fresh Step