Animology have added to their multi-award winning product range by launching a unique colour enhancing shampoo – True Colours.


True Colours is a specially formulated shampoo that enhances the full spectrum of colours within a dog’s coat. Specialist shampoos for white or black dogs are widely available, however, Animology believe that True Colours, which utilises the latest developments in formulation chemistry, is the first dog shampoo to improve the radiance of all dog coats regardless of hair colour or mix of colours.


Group55’s Managing Director, Stephen Turner, commented; “We are thrilled to be launching yet another industry first that delivers meaningful innovation to our sector. Following the global success of our unique ‘Fox Poo’ shampoo it is testimony to our R&D programme that we can launch another ‘game changer’ in such a competitive market sector. All our consumer research suggests True Colours will quickly become a best seller which means our retail partners can confidently stock the shampoo in the knowledge that it will sell.”


The news of the new addition to the Animology range coincides with the vibrant re-brand of the full Animology range that was revealed last week.


Animology True Colours is available in:

250ml SRP £5.50

For more information, or to order visit Alternatively email