New Shoe Care Line Promises Women All Pleasure And No Pain

11/17/2008

Fetish Shoe Care to provide insoles, pads and slip guards for the women who suffer for a great pair of heels

(SHARON HILL, Pa.) – For every woman who derives pleasure – and pain – from the latest Jimmy Choo or Manolo Blahnik, a new shoe care line promises to help keep women trendy, cutting-edge, and amazingly, comfortable, in the latest pair of stilettos, heels, boots, and every other straight-from-the-runway shoe.

Debuting this month, Fetish Shoe Care will be a woman’s “dirty little secret” by providing hidden protection from the pain and suffering women routinely and silently deal with in order to show off a great pair of shoes, including blisters, bunions, pain, slips, and falls – all the things that can take away from a great pair of shoes and subsequently, a great night out.

“Women have discerning taste when it comes to their shoes, so why not expect that they will have discerning taste to what goes in their shoes?” says Megan Russell, vice president of marketing and sales of Penguin Brands, Inc., of which Fetish is a subsidiary. “Fetish is for the fashion shoe buyer who frequently purchases shoes based more on look and trends than comfort or function. They are willing to purchase shoes a size too small or too large if they are in love with the shoe. Fetish Shoe Care helps make these emotional purchases more practical.”

Distinguishable by its upscale and sexy logo that features a deep purple background with gold accents and lettering, Fetish takes its suggestive name from the somewhat passionate – and obsessive – love-affair many women develop with shoes and shoe shopping. Yet while the Carrie Bradshaws of the world have long-demonstrated their penchant for buying shoes, shoe care hasn’t received quite the same attention.

“While there are shoe care products already on the market, the entire Fetish Shoe Care line is different because it matches the quality and style of the shoes they are being used in, thereby helping stylish women everywhere reclaim the extra inches, style, self confidence, and attention a great pair of shoes can provide,” Russell says.

And just as shoes come in all different shapes, designs and sizes, Fetish includes several products that each target a different and common foot problem caused by wearing high heels or other types of footwear. Women can select one or all of the products to solve specific footwear problems.

Products include:

• Slip guards, designed for the front sole of a shoe
• Cushioning insoles, designed to make shoes fit and feel better
• Gel heel guards, which prevents blisters and unwanted stepping-out of shoes
• Gel pressure points, designed to prevent blisters and bunions on foot hot spots
• Gel ball-of-foot cushions, which adds cushioning to shoes and reduces pain.

“Previously, shoe care was not on the radar of this less-than-pragmatic shopper,” says Russell. “But buying a great pair of shoes, particularly in the current economic climate, is an investment, and one that women want to have a good return on. With the Fetish Shoe Care line, women will really be able to extend the life of their favorites pairs of shoes with products that equal, and not diminish, the appeal of a high-end shoe.”

In addition to the insoles, cushions and guards, Fetish also includes mini shine sponges, which add instant shine and polish to leather shoes and handbags, and come in a convenient travel pack; and water stain repellent, which keeps shoes looking like new.

“We really tried to include every aspect of shoe care that women would find important and necessary,” says Russell. “Fetish products will not only help the women who silently suffer in their shoes, but get women, who had given up hope of every finding a comfortable and sexy pair of shoes, back to shopping for that killer pair of heels.”

All applicable Fetish Shoe Care products are “most size fits all” and have either a sticky back or are self-adhesive, making for an easy application. Items retail between $7 and $10. For a complete list of retailers, visit www.FetishShoeCare.com

For more information on, or a sample of, the Fetish Shoe Care line or Penguin Brands, Inc., please contact Ellen Cassidy at 610-537-8828, ecassidy@penguinbrands.com, or visit www.FetishShoeCare.com or www.PenguinShoeCare.com.