Kitty Capsule · for Sergio's review

Content Plan — 6-Month Runway 🐾

Written in Kitty's voice: warm, reassuring, playful. Calm baths, happy cats. Drafts for your approval, nothing schedules until you say go.

Note: unlike Bella, Kitty only had 5 launch emails (and one, "The Piece I Almost Lost," is a Bella email copied in by mistake, we pull it). So this build includes blogs, newsletters, AND social. Every dashed blue box is an image slot. The product comes in a round and a square version, so product shots note which. Cadence: 2 blogs · 2 newsletters · 3 social a week.

Month 1

2 blogs · 2 newsletters · 12 social
Blog 01 · Bath Anxiety

Why Does My Cat Hate Baths? (And How to Make Them Calm)

~540 words · pairs with Social #2
🖼️ HERO: calm cat in the Kitty Capsule (round or square) · from Ei

If bath time at your house sounds like a wrestling match with a very unhappy tiger, you are not alone, and your cat isn't being dramatic. There are real reasons cats panic in the bath, and once you understand them, you can turn the whole thing calm.

They lose their footing

A slippery tub is a cat's nightmare. With nothing solid under their paws, their instinct is to climb, scramble, and escape. Secure footing changes everything.

They feel trapped, with nowhere safe

Cats want an exit. Held tight in open air with water coming at them, they feel cornered. Gentle containment that feels like a safe little space, not a trap, keeps them settled.

The water is cold and coming from everywhere

Sudden cold water and a loud sprayer set off every alarm. Warm water and a calm, steady flow make it something a cat can tolerate, even enjoy.

How to make it calm

Warm water, secure footing, a snug space that feels safe, and no chasing. That's exactly why we built the Kitty Capsule: your cat stands secure, stays contained without feeling trapped, and the bath becomes a two-minute rinse instead of a battle. Calm baths, happy cats. 🐾

🔗 SOFT CTA: "Kitty Capsule is coming soon. Join the waitlist." → waitlist page
Blog 02 · Cat Health

How Often Should You Actually Bathe Your Cat?

~500 words · pairs with Social #4
🖼️ HERO: happy clean cat with towel, bright bathroom · from Ei

Cats groom themselves constantly, so many never need a bath at all. But "many" isn't "all," and for some cats a regular bath is genuinely good for them. Here's how to tell which cat you have.

Cats who usually don't need baths

A healthy, short-haired indoor cat does a fine job on her own. For her, a bath is occasional, after a mess, not a routine.

Cats who benefit from regular baths

Long-haired breeds who can't reach everything. Senior cats who've slowed down on grooming. Overweight cats who can't twist to clean. Cats with skin conditions, allergies, or a flea treatment plan. For these, a gentle regular bath keeps skin and coat healthy.

The real barrier isn't need, it's stress

Most owners skip baths their cat actually needs because bath time is miserable for everyone. Take the stress out, and suddenly the necessary bath is easy. That's the whole point of the Kitty Capsule: the baths your cat needs, without the fight. 🐾

🔗 SOFT CTA: "Be first to know when Kitty Capsule launches." → waitlist page
Newsletter 01 · Welcome

Welcome to Kitty Capsule 🐾

~180 words · email
🖼️ HEADER: Kitty Capsule logo + a calm happy cat

Subject: Welcome to Kitty Capsule 🐾 (calm baths ahead)

Hi there,

Welcome, and thank you for being here early. If bath time with your cat has ever felt like a battle, you're in exactly the right place.

Kitty Capsule exists for one simple reason: baths should be calm for your cat and easy for you. No slipping, no scrambling, no chasing a wet cat down the hallway. Just a snug, secure little space, warm water, and a happy cat at the end of it.

Over the next few weeks we'll share simple tips for stress-free bathing, a few things most cat parents never knew, and a first look at the Capsule itself, in both its round and square versions.

We're so glad you're here.

Warmly,
The Kitty Capsule Team

🔗 CTA: "Join the waitlist" → waitlist page
Newsletter 02 · Our Story

The Story Behind the Capsule

~190 words · email
🖼️ HEADER: the Kitty Capsule (round or square) in a bright bathroom · from Ei

Subject: Why we built the Kitty Capsule 🐾

Hi again,

Every good idea starts with a bad bath. Ours started with a soaked bathroom, a terrified cat, and a very simple question: why does this have to be so hard?

The problem was never the cat. It was the setup. Nothing to stand on, nowhere that felt safe, water coming from everywhere. So we designed the opposite: a secure little space where a cat feels held, not trapped, with gentle water and an easy drain.

We made it in two shapes, round and square, because every bathroom and every cat is a little different. Same calm bath, your choice of fit.

That's the whole story. A calmer bath, a happier cat, a drier you.

More soon,
The Kitty Capsule Team

🔗 CTA: "See the Capsule" → brand / waitlist page
1
Wk 1
Reveal

Bath time doesn't have to be a battle. Meet Kitty Capsule: a snug, secure little space that keeps your cat calm from first rinse to last. In round and square. Coming soon. 🐾

🖼️ NEW product shot (round + square side by side) · from Ei
3
Wk 1
Bath anxiety

Your cat isn't being dramatic. A slippery tub genuinely feels like danger. Give them secure footing and a safe space, and watch the panic melt. Full guide on the blog. 🔗

🖼️ calm cat in the Capsule · from Ei
5
Wk 1
Cat story

"First bath in the Capsule, my cat just... sat there. Looked at me like 'is that it?' Ten years of chaos, over." That's the goal, every time. 🐾

🖼️ content-pack: happy calm cat post-bath
8
Wk 2
Cat health

How often should you bathe your cat? For some, never. For long-haired, senior, or allergy-prone cats, regularly. The trick is making it stress-free. On the blog. 🔗

🖼️ happy clean cat + towel · from Ei
10
Wk 2
Product

Mesh top, gentle flow, easy drain, secure footing. Every part of the Capsule is designed around one thing: a calm cat. 🐾

🖼️ detail macro (mesh top / handle) · round or square · from Ei
12
Wk 2
Multi-cat

Three cats? One Capsule. Same calm setup, one after another, no bathroom flood in between. Multi-cat households, this one's for you. 🐾🐾🐾

🖼️ content-pack: multi-cat household
15
Wk 3
Grooming

Brush before the bath. Loosening the coat first means less matting, a faster rinse, and a happier cat. Small step, big difference. 🐾

🖼️ content-pack: brushing / grooming
17
Wk 3
Problem / solution

Before: soaked floor, scratched arms, a cat hiding for hours. After: two calm minutes and a clean, happy cat. That's the Capsule difference. 🐾

🖼️ content-pack: before/after
19
Wk 3
Seasonal

Shedding season is here. A gentle bath clears the loose undercoat faster than a week of brushing, less fur on your couch, comfier cat. 🐾

🖼️ content-pack: shedding / seasonal
22
Wk 4
Waitlist

Calmer baths are almost here. Join the waitlist and be first to bring home the Kitty Capsule. 🔗 Link in bio.

🖼️ NEW product shot (hero, round or square) · from Ei
24
Wk 4
Behind the brand

Every good idea starts with a bad bath. Ours started with a soaked bathroom and one question: why does this have to be so hard? So we fixed it. 🐾

🖼️ the Capsule in a bright bathroom · from Ei
26
Wk 4
Peace of mind

A calm cat. A dry floor. A bath that takes two minutes instead of two towels and a Band-Aid. That's the whole promise. 🐾

🖼️ happy cat + calm owner · from Ei

Month 2

2 blogs · 2 newsletters · 12 social
Blog 03 · Grooming

The Right Way to Dry Your Cat After a Bath (Without a Fight)

~460 words · pairs with Social #14
🖼️ HERO: happy cat wrapped in a towel, bright bathroom · from Ei

The bath is only half the job. How you dry your cat decides whether they walk away calm or spend the next hour sulking under the bed. Here's how to get it right.

Towel first, always

Wrap your cat in a warm, soft towel and gently press, don't rub. Rubbing tangles the coat and irritates the skin. Pressing soaks up the water and feels like a hug.

Warmth is everything

A wet cat gets cold fast, and a cold cat gets cranky. Keep the room warm and the towel warmer. A cozy dry-off is the difference between a good bath and a bad memory.

Skip the loud dryer

Most cats hate a blow dryer, the noise and blast undo all your calm. If your cat truly needs one, use the lowest, quietest setting from a distance. For most, a towel and a warm room is plenty.

End on a good note

Treat, cuddle, quiet. When bath time ends in comfort, the next one starts calmer. And with the Capsule keeping the bath itself stress-free, the dry-off is the easy part. 🐾

🔗 SOFT CTA: "Kitty Capsule is coming soon. Join the waitlist." → waitlist page
Blog 04 · Senior Cats

Bathing a Senior Cat: Gentle Care for Older Kitties

~450 words · pairs with Social #16
🖼️ HERO: a calm older cat in the Capsule · from Ei

Older cats often need baths more, and tolerate them less. Stiff joints make self-grooming hard, so the coat gets greasy or matted. But the very thing that makes a bath helpful, age, also makes it delicate. Here's how to do it kindly.

Support their body

Senior cats can't brace themselves the way they used to. Secure footing and gentle containment matter even more, so they never feel like they're about to fall.

Keep it short and warm

Older cats chill quickly. Warm water, a quick rinse, and a warm towel. In and out, no lingering.

Watch for what the bath reveals

Bath time is a good moment to notice lumps, sore spots, or skin changes worth a vet's look. Gentle hands find things early.

Dignity, always

An old cat deserves a calm, respectful bath. The Kitty Capsule holds them securely and gently, so even a senior kitty stays settled. Calm baths, at every age. 🐾

🔗 SOFT CTA: "Be first to know when Kitty Capsule launches." → waitlist page
Newsletter 03 · Tips

Three Things That Turn a Bath Calm

~170 words · email
🖼️ HEADER: calm cat in the Capsule · from Ei

Subject: The 3 things that make bath time calm 🐾

Hi there,

After a lot of baths (and a lot of soaked bathrooms), we've learned it really comes down to three things:

1. Footing. A cat who can stand securely doesn't panic. 2. A safe space. Contained but not trapped, so they settle instead of scramble. 3. Warm, gentle water. No cold shocks, no loud spray.

Get those three right and most cats go quiet almost immediately. It's the whole idea behind the Capsule, all three, built in.

Try them at your next bath and tell us how it goes.

Warmly,
The Kitty Capsule Team

🔗 CTA: "Join the waitlist" → waitlist page
Newsletter 04 · Long-Haired Cats

Long-Haired Cat? Read This

~180 words · email
🖼️ HEADER: a fluffy long-haired cat, clean and content · from Ei

Subject: For the fluffy ones 🐾

Hi again,

If you share your home with a Persian, a Maine Coon, or any glorious floof, you already know: that coat is beautiful and it is a job. Long hair mats, traps dander, and hides the loose undercoat that ends up all over your house.

A gentle regular bath does what a brush alone can't, it clears the coat down to the skin and keeps mats from forming. The catch is that long-haired cats especially hate a chaotic bath.

That's exactly where a calm, secure setup earns its keep. Brush first, bathe calm, press dry, and your floof stays healthy and happy.

More soon,
The Kitty Capsule Team

🔗 CTA: "See the Capsule" → brand page
1
Wk 5
Product

Round or square? Whichever fits your bathroom and your cat. Same calm bath, your choice of shape. 🐾

🖼️ NEW product shot (round + square together) · from Ei
3
Wk 5
Grooming

Drying tip: press with a warm towel, never rub. Rubbing tangles; pressing soothes. A cozy dry-off keeps the calm going. Full guide on the blog. 🔗

🖼️ cat wrapped in towel · from Ei
5
Wk 5
Cat story

"My 14-year-old used to hide for a day after a bath. Now she strolls off like nothing happened. Gentle really does change everything." 🐾

🖼️ content-pack: senior cat, content
8
Wk 6
Senior cats

Older cats need baths more and tolerate them less. Warm, short, and secure is the kind way. Our senior-cat guide is on the blog. 🔗🐾

🖼️ calm older cat in the Capsule · from Ei
10
Wk 6
Product

The easy-drain base means no cat left standing in dirty water, and no bathroom flood for you. Clean rinse, quick empty, done. 🐾

🖼️ detail: drain / base · round or square · from Ei
12
Wk 6
Bonding

A calm bath isn't just cleaner, it's trust. When your cat learns bath time won't hurt or scare, they relax with you everywhere else too. 🤍🐾

🖼️ content-pack: owner + cat bonding
15
Wk 7
Calm tip

Three things turn a bath calm: secure footing, a safe space, warm gentle water. Get those right and most cats go quiet fast. 🐾

🖼️ calm cat in the Capsule · from Ei
17
Wk 7
Long-haired

Floof parents: a brush isn't enough. A gentle bath clears the coat to the skin and stops mats before they start. Your Persian will thank you. 🐾

🖼️ fluffy long-haired cat, clean · from Ei
19
Wk 7
Small space

Tiny bathroom? The round version tucks into a corner; the square sits flat against a wall. There's a calm bath for every home. 🐾

🖼️ Capsule in a small bathroom · round · from Ei
22
Wk 8
Waitlist

Calmer baths are almost here. Join the waitlist and be first to bring home the Kitty Capsule. 🔗 Link in bio.

🖼️ NEW product shot (hero, round or square) · from Ei
24
Wk 8
Seasonal

Warmer months mean more shedding and more outdoor adventures. A gentle rinse keeps the coat light and the couch fur-free. ☀️🐾

🖼️ content-pack: seasonal / summer cat
26
Wk 8
Peace of mind

Two calm minutes. A clean, happy cat. A dry floor. That's a good bath, and it's the only kind we're interested in. 🐾

🖼️ happy cat + calm owner · from Ei

Month 3

2 blogs · 2 newsletters · 12 social
Blog 05 · Health

Fleas and Ticks: When a Bath Is Part of the Plan

~460 words · pairs with Social #26
🖼️ HERO: a clean, content cat, bright bathroom · from Ei

A bath won't cure a flea problem on its own, but it's a real part of the plan, especially the first knockdown and the ongoing comfort. Here's how bathing fits in without stressing your cat.

The relief a bath brings

For an itchy, bitten cat, a gentle bath washes away dirt, flea dirt, and irritation, and it soothes inflamed skin while your vet's treatment does the heavy lifting.

Gentle is the rule

Skip harsh dips unless your vet prescribes them. A calm, warm bath with a vet-approved shampoo is kinder and often just as effective for comfort.

Keep it calm, keep it regular

Cats fighting fleas are already miserable, the last thing they need is a terrifying bath. A secure, low-stress setup means you can actually keep up with the routine your vet recommends. The Kitty Capsule makes the regular part possible. 🐾

🔗 SOFT CTA: "Kitty Capsule is coming soon. Join the waitlist." → waitlist page
Blog 06 · Kittens

Kitten's First Bath: Starting Life Off Calm

~450 words · pairs with Social #30
🖼️ HERO: a tiny kitten, gently clean · from Ei

A kitten's first bath sets the tone for every bath after. Get it calm and positive, and you've got a cat who tolerates grooming for life. Get it scary, and you're in for years of hiding. No pressure, right? Here's how to make it a good one.

Wait until they're ready

Very young kittens rarely need a full bath, a warm damp cloth is often enough. When they do, keep it brief, warm, and gentle.

Make it feel safe

Kittens are tiny and easily overwhelmed. Secure footing and a snug, contained space help them feel held instead of lost in a big scary tub.

End with love

Warm towel, treats, cuddles. A kitten who learns bath time ends in comfort grows into a cat who doesn't dread it. Start calm, stay calm, for life. 🐾

🔗 SOFT CTA: "Be first to know when Kitty Capsule launches." → waitlist page
Newsletter 05 · Round or Square

Round or Square? How to Choose

~180 words · email
🖼️ HEADER: round and square units side by side · from Ei

Subject: Round or square, which one's for you? 🐾

Hi there,

One of the questions we get most: round or square? Good news, there's no wrong answer. Both give your cat the same calm, secure bath. It comes down to your space and your cat.

Round tucks neatly into a corner and has a soft, cozy feel, lovely for smaller cats and smaller bathrooms.

Square sits flat against a wall and gives a little more room, great for bigger cats or a bit more elbow space.

Same gentle water, same secure footing, same happy cat. Just pick the shape that fits your home.

Warmly,
The Kitty Capsule Team

🔗 CTA: "See both versions" → brand page
Newsletter 06 · The Routine

A Calmer Bath in Four Steps

~180 words · email
🖼️ HEADER: calm cat mid-bath · from Ei

Subject: Your calmer bath, in 4 steps 🐾

Hi again,

Here's the routine we swear by:

1. Brush first, loosen the coat so the rinse is faster. 2. Warm water ready before your cat goes in, no cold surprises. 3. Settle them in the Capsule, secure footing, safe space. 4. Rinse gently, press dry with a warm towel, treat at the end.

Four steps, two calm minutes, one happy cat. The setup does most of the work, you just keep it warm and gentle.

Give it a try and let us know how your cat does.

More soon,
The Kitty Capsule Team

🔗 CTA: "Join the waitlist" → waitlist page
1
Wk 9
Product

Secure footing is the secret. A cat who can stand steady doesn't panic. That's the first thing we designed, and everything calm follows from it. 🐾

🖼️ detail: footing / base · round or square · from Ei
3
Wk 9
Fleas/ticks

Fighting fleas? A gentle bath soothes the itch and clears the irritation while your vet's plan does the rest. Calm is key. On the blog. 🔗🐾

🖼️ clean content cat · from Ei
5
Wk 9
Cat story

"We adopted a scared little stray. His first calm bath was the moment he decided to trust us. He's a lap cat now." 🐾🤍

🖼️ content-pack: rescue / bonding
8
Wk 10
Product

Round for cozy corners, square for a little more room. Two shapes, one promise: a calm cat and a dry floor. Which fits your home? 🐾

🖼️ round + square side by side · from Ei
10
Wk 10
Kittens

A kitten's first bath sets the tone for life. Keep it warm, brief, and gentle, and you raise a cat who doesn't dread grooming. Guide on the blog. 🔗

🖼️ tiny kitten, gently clean · from Ei
12
Wk 10
Multi-cat

One cat done, rinse, next cat in. A whole household bathed in the time it used to take to corner one. 🐾🐾

🖼️ content-pack: multi-cat
15
Wk 11
Routine

The four-step calm bath: brush, warm water ready, settle in, rinse and press dry. Two minutes, one happy cat. 🐾

🖼️ calm cat mid-bath · from Ei
17
Wk 11
Grooming

A clean coat isn't just pretty, it's healthy skin, fewer hairballs, and less fur on everything you own. Gentle baths pay off everywhere. 🐾

🖼️ content-pack: healthy coat
19
Wk 11
Product

Compact enough to store, sturdy enough to trust. When bath time's done, it tucks away until next time. 🐾

🖼️ Capsule stored / compact · from Ei
22
Wk 12
Waitlist

Nearly here. Join the waitlist and be first to bring calm baths home. 🔗 Link in bio.

🖼️ NEW product shot (hero) · from Ei
24
Wk 12
Behind the brand

We made two shapes because we couldn't decide, and then realized we didn't have to. Your cat, your bathroom, your pick. 🐾

🖼️ round + square · from Ei
26
Wk 12
Peace of mind

No scratches. No flood. No hiding for the rest of the day. Just a clean, calm cat, and that's everything. 🐾

🖼️ happy calm cat · from Ei

Month 4

2 blogs · 2 newsletters · 12 social
Blog 07 · Skin Health

Cat Skin and Allergies: When a Bath Actually Helps

~460 words · pairs with Social #38
🖼️ HERO: a calm, healthy-coated cat · from Ei

Itchy, flaky, over-grooming? A cat's skin tells you a lot, and sometimes a gentle bath is exactly what it needs. Other times it's the last thing. Here's how to know the difference.

When a bath helps

Environmental allergens settle on the coat, pollen, dust, dander. A gentle rinse washes them off and calms irritated skin, giving an itchy cat real relief between vet visits.

When to go slow

Over-bathing dries the skin and can make things worse. For skin issues, follow your vet's guidance on frequency and shampoo, gentle and occasional beats frequent and harsh.

Calm skin needs a calm bath

A stressed cat scratches more, and stress shows up on the skin. A low-stress bath doesn't just clean, it keeps the whole cat calmer. That's the quiet benefit of a secure, gentle setup. 🐾

🔗 SOFT CTA: "Kitty Capsule is coming soon. Join the waitlist." → waitlist page
Blog 08 · Allergy Relief

Allergic to Your Cat? The Truth About Dander (and What Helps)

~470 words · pairs with Social #40
🖼️ HERO: a person cuddling a clean cat, happy · from Ei

Loving a cat you're allergic to is one of life's crueler jokes. The good news: it's rarely the fur that gets you, it's the dander, and dander you can manage. A gentle regular bath is one of the simplest tools you've got.

It's dander, not hair

The allergen lives in tiny flakes of skin and dried saliva that cling to the coat and float into your air. Less dander on the cat means less in your home.

Where a bath comes in

A gentle rinse washes away built-up dander before it spreads. Studies and plenty of allergic cat parents agree: regular bathing noticeably lightens the load, especially paired with brushing and cleaning.

The catch (and the fix)

None of this works if bath time is a war, you'll skip it. A calm, quick, secure bath is the only kind you'll actually keep up with. That's the whole reason the Capsule exists: the routine that helps, made doable. 🐾

🔗 SOFT CTA: "Be first to know when Kitty Capsule launches." → waitlist page
Newsletter 07 · Multi-Cat

The Multi-Cat Household Hack

~170 words · email
🖼️ HEADER: two or three cats, clean and content · from Ei

Subject: Bathing more than one cat? Read this 🐾🐾

Hi there,

If you've got a full house, you already know the old routine: bathe one cat, flood the bathroom, spend twenty minutes cleaning up, then try to find cat number two (who has vanished).

Here's the hack: one calm setup, one cat at a time, no flood in between. Because the Capsule contains the water and drains clean, you go straight from one cat to the next. A whole household, done in the time it used to take for one.

Your cats stay calmer, your bathroom stays dry, and you get your Saturday back.

Warmly,
The Kitty Capsule Team

🔗 CTA: "See the Capsule" → brand page
Newsletter 08 · Winter Care

Winter Dry Skin and Your Cat

~175 words · email
🖼️ HEADER: a cozy cat, warm bathroom · from Ei

Subject: Flaky winter coat? Here's the fix 🐾

Hi again,

Winter heating dries out your skin, and it does the same to your cat. Flakes, a duller coat, a little extra scratching, it's the season talking.

The move isn't more baths (that dries skin further), it's gentler ones. A warm, quick, occasional bath with a moisturizing cat shampoo, followed by a cozy towel dry, keeps the coat soft without stripping it.

Keep the room warm, keep it brief, and keep it calm. Your cat stays comfortable through the coldest months, and so does your lap.

Stay warm,
The Kitty Capsule Team

🔗 CTA: "Join the waitlist" → waitlist page
1
Wk 13
Product

Contained water, easy drain, no bathroom flood. The Capsule keeps the mess in one place, so cleanup is a rinse, not a chore. 🐾

🖼️ detail: drain in action · from Ei
3
Wk 13
Skin health

Itchy, flaky, over-grooming? Sometimes a gentle bath is exactly what irritated skin needs. Sometimes it isn't. Know the difference, on the blog. 🔗

🖼️ healthy-coated cat · from Ei
5
Wk 13
Cat story

"I'm allergic, but I couldn't give her up. Regular gentle baths changed everything, I can finally breathe and cuddle." 🐾🤍

🖼️ person cuddling clean cat · from Ei
8
Wk 14
Allergy relief

Allergic to your cat? It's the dander, not the fur, and a gentle regular bath washes it away. Loving them shouldn't mean suffering. On the blog. 🔗🐾

🖼️ happy person + cat · from Ei
10
Wk 14
Multi-cat

Three cats, one Saturday, zero floods. Go straight from one clean cat to the next. Multi-cat parents, we built this for you. 🐾🐾🐾

🖼️ content-pack: multi-cat household
12
Wk 14
Product

Round or square, the mesh top means gentle, even water and nowhere for a nervous cat to bolt. Calm by design. 🐾

🖼️ detail: mesh top · from Ei
15
Wk 15
Winter care

Winter heating dries your cat's skin too. Fewer, gentler baths with a warm towel dry keep the coat soft all season. 🐾❄️

🖼️ cozy cat, warm bathroom · from Ei
17
Wk 15
Calm tip

A calm cat scratches less, sheds less, and stresses less. Take the fear out of bath time and the benefits reach way past clean fur. 🐾

🖼️ calm cat in the Capsule · from Ei
19
Wk 15
Lifestyle

Small apartment, big love. The round version tucks into the tiniest bathroom and still gives your cat a calm, secure bath. 🐾

🖼️ round unit, small bathroom · from Ei
22
Wk 16
Waitlist

Almost here. Join the waitlist and be first to bring calm baths home. 🔗 Link in bio.

🖼️ NEW product shot (hero) · from Ei
24
Wk 16
Behind the brand

We tested every detail on real, unimpressed cats. If they weren't calm, we changed it. They're a tough crowd, and they approved. 🐾

🖼️ content-pack: cat approved
26
Wk 16
Peace of mind

Clean cat, calm cat, dry you. The three things every bath should be, and rarely was, until now. 🐾

🖼️ happy cat + owner · from Ei

Month 5

2 blogs · 2 newsletters · 12 social
Blog 09 · Health

When a Cat Can't Groom Herself: Help for Older and Heavier Cats

~460 words · pairs with Social #50
🖼️ HERO: a content, well-groomed cat · from Ei

Cats are famously self-cleaning, until they aren't. Age, weight, and stiff joints can quietly make grooming impossible, and a cat who can't reach starts to suffer in ways that are easy to miss.

The signs

A greasy or matted lower back, dandruff along the spine, an unkempt look toward the tail, these are the spots a cat reaches last. When they go, grooming has become too hard.

Why it matters

Matted, dirty fur isn't just unsightly, it traps moisture, irritates skin, and hides problems. A cat who can't clean herself needs a gentle hand to do it for her.

Gentle help, no stress

These are exactly the cats who need calm baths most and fight them hardest, because they're often older or uncomfortable. A secure, gentle setup lets you help without hurting or scaring them. Dignity and clean fur, together. 🐾

🔗 SOFT CTA: "Kitty Capsule is coming soon. Join the waitlist." → waitlist page
Blog 10 · Lifestyle

Moving or Traveling With a Cat: Keeping Calm in the Chaos

~450 words · pairs with Social #54
🖼️ HERO: a calm cat in a tidy new bathroom · from Ei

Cats love routine and hate change, which makes a move or a long trip genuinely stressful for them. The small, familiar rituals are what keep them steady, and yes, a calm bath can be one of them.

Keep the familiar close

Same shampoo, same gentle routine, same secure setup, even in a new place. Familiar smells and steps tell an anxious cat that some things haven't changed.

A reset after the mess

Moving is dusty, dirty work, and cats end up grimy and frazzled. A gentle bath once the boxes are in resets their coat and their nerves.

Portable calm

Because the Capsule is compact and comes apart, the calm comes with you, new house, new bathroom, same steady routine. One less thing for your cat to worry about. 🐾

🔗 SOFT CTA: "Be first to know when Kitty Capsule launches." → waitlist page
Newsletter 09 · A Cat Parent's Note

A Note From a Cat Mom

~180 words · email
🖼️ HEADER: a happy cat and owner · from Ei

Subject: "I never thought bath time could look like this" 🐾

Hi there,

We got a note last week we can't stop thinking about, so we asked if we could share it:

"For twelve years, bathing my cat meant blood (mine), tears (also mine), and a cat who wouldn't speak to me for a day. The first calm bath, she just stood there, looking almost bored. I actually teared up. Twelve years. Why didn't this exist sooner?"

This is the whole reason we made it. Not for cleaner cats, though that's nice, but for calmer ones, and for the people who love them enough to dread bath day.

Thank you for being here early.

Warmly,
The Kitty Capsule Team

🔗 CTA: "Join the waitlist" → waitlist page
Newsletter 10 · Spring Shedding

Spring Shedding Survival

~175 words · email
🖼️ HEADER: a sleek, freshly-bathed cat · from Ei

Subject: Fur everywhere? Spring's here 🐾

Hi again,

If you're suddenly finding fur on everything you own, welcome to shedding season. As the weather warms, your cat drops the winter undercoat, all at once, all over your couch.

Brushing helps, but a gentle bath does in minutes what a week of brushing can't: it loosens and rinses away the dead undercoat in one go. Less fur on your furniture, a lighter, comfier cat, and fewer hairballs to clean up later.

One calm bath at the start of the season saves you weeks of lint rollers. Your cat feels better, and so does your vacuum.

Happy spring,
The Kitty Capsule Team

🔗 CTA: "See the Capsule" → brand page
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Product

Comes apart, packs down, travels with you. Calm baths at home, at the new place, or wherever your cat's journey goes. 🐾

🖼️ Capsule, compact / portable · from Ei
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Health

Greasy lower back, dandruff near the tail? Those are the spots older and heavier cats can't reach. A gentle hand helps. On the blog. 🔗🐾

🖼️ well-groomed content cat · from Ei
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Cat story

"Twelve years of bath-day dread. The first calm one, she just stood there looking bored. I teared up." We did too. 🐾🤍

🖼️ happy cat + owner · from Ei
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Lifestyle

Moving with a cat? Keep the small rituals familiar. A calm bath in the new place tells an anxious cat that home came too. 🐾📦

🖼️ calm cat, new bathroom · from Ei
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Spring shedding

Fur on everything? A gentle bath clears the loose undercoat in minutes, what a week of brushing can't. Lighter cat, cleaner couch. 🐾

🖼️ sleek freshly-bathed cat · from Ei
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Product

The wooden handle isn't just pretty, it means you can lift and move the whole thing easily, full or empty. Little details, big ease. 🐾

🖼️ detail: wooden handle · from Ei
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Calm tip

Talk softly and keep your own movements slow. Cats read your energy, if you're calm, they're far more likely to be too. 🐾

🖼️ calm owner + cat · from Ei
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Multi-cat

Big family, small effort. One calm setup handles the whole crew, one relaxed cat at a time. 🐾🐾🐾

🖼️ content-pack: multi-cat
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Grooming

Clean fur, healthy skin, fewer hairballs, less shedding. One gentle habit, and the whole cat benefits. 🐾

🖼️ content-pack: healthy coat
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Waitlist

So close now. Join the waitlist and be first to bring calm baths home. 🔗 Link in bio.

🖼️ NEW product shot (hero) · from Ei
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Behind the brand

The goal was never a fancy gadget. It was a cat who doesn't run and a person who doesn't dread it. Everything else is just details. 🐾

🖼️ the Capsule in a bright bathroom · from Ei
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Peace of mind

The whole point, in one line: calm baths, happy cats. Everything we make comes back to that. 🐾

🖼️ happy calm cat · from Ei

Month 6

2 blogs · 2 newsletters · 12 social
Blog 11 · Roundup

The Complete Stress-Free Cat Bath Checklist

~470 words · pairs with Social #62
🖼️ HERO: a calm cat mid-bath, everything tidy · from Ei

Everything we've learned about calm cat baths, in one place. Print it, save it, and your next bath goes smoother than your last.

Before

Brush out loose fur and mats. Gather your towel, shampoo, and treats within reach. Get the water warm and ready before your cat comes in, no cold surprises.

During

Settle your cat into a secure, contained space so they feel held, not trapped. Wet gently, from the neck down. Keep the water warm and the flow soft. Talk quietly. Work quickly.

After

Wrap in a warm towel and press, don't rub. Keep the room warm until they're dry. Finish with a treat and a cuddle so bath time ends on a good memory.

The one that ties it together

Every step above gets easier with a setup built for calm. That's the whole idea behind the Kitty Capsule, the checklist, built in. 🐾

🔗 SOFT CTA: "Kitty Capsule is here. Shop now." → shop page
Blog 12 · Community

A Year of Calmer Baths: What Cat Parents Taught Us

~460 words · pairs with Social #66
🖼️ HERO: a wall of happy cats / community feel · from Ei

We thought we were making a bathing tool. What the cat parents who use it taught us is that we were really making something else: a little more peace, for them and their cats.

It was never about clean

Sure, the cats come out clean. But the stories people share are never about that. They're about the cat who stopped hiding. The senior who could finally be cared for gently. The allergic owner who could keep her best friend.

Calm is contagious

Over and over we heard the same thing: when bath time stopped being scary, the whole relationship softened. A cat who trusts you at bath time trusts you everywhere.

Thank you

To every cat parent who gave calm baths a try, thank you. You turned a soaked-bathroom idea into something that makes real homes happier. That's everything. 🐾

🔗 SOFT CTA: "Join the Kitty Capsule family." → shop / social
Newsletter 11 · Holiday

A Fresh Cat for the Holidays

~175 words · email
🖼️ HEADER: a fluffy clean cat, cozy holiday setting · from Ei

Subject: Company coming? A fresh, calm cat 🐾

Hi there,

The holidays mean a full house, and a full house means your cat, and their dander, meeting a lot of guests (some of whom are allergic, and too polite to say so).

A gentle bath a day or two before the crowd arrives freshens the coat, lightens the dander, and gives you a calm, cuddle-ready cat for all the photos. Do it early so they're relaxed and settled by the time the doorbell starts ringing.

A fresh cat, a calmer home, happier guests. Happy holidays from all of us.

Warmly,
The Kitty Capsule Team

🔗 CTA: "Shop Kitty Capsule" → shop page
Newsletter 12 · It's Here

It's Here: Calm Baths, Happy Cats

~180 words · email · LAUNCH
🖼️ HEADER: MASTER image (the hero Capsule, round + square) · from Ei

Subject: It's finally here 🐾 (calm baths, happy cats)

Hi there,

This is the one we've been waiting to send. The Kitty Capsule is officially here.

Everything we've talked about, secure footing, a safe space, warm gentle water, a happy cat and a dry floor, is now something you can bring home. In both round and square, so it fits your space and your cat.

Thank you for being here from the start. You believed in calmer baths before there was anything to buy, and that means the world.

Your cat's best bath is waiting.

With gratitude,
The Kitty Capsule Team

🔗 CTA: "Shop now" → shop page
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Product

Round or square, everything about it says one thing to your cat: you're safe here. That's the whole design. 🐾

🖼️ NEW product shot (round + square) · from Ei
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Checklist

Save this: brush first, warm water ready, settle in secure, rinse gentle, press dry, treat. The whole calm-bath checklist is on the blog. 🔗🐾

🖼️ calm cat mid-bath · from Ei
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Cat story

"He used to yowl the whole time. Now he purrs halfway through. I didn't know a bath could do that." Neither did we, once. 🐾🤍

🖼️ content-pack: purring happy cat
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Holiday

Company coming? A gentle bath a day or two ahead means a fresh, calm, cuddle-ready cat, and lighter dander for allergic guests. 🐾🎄

🖼️ fluffy clean cat, cozy setting · from Ei
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Product

Built to last, easy to clean, kind to cats. The kind of thing you buy once and use for years of calm baths. 🐾

🖼️ clean product hero · from Ei
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Community

A year in, the lesson keeps repeating: it was never about clean fur. It was about calmer cats and softer homes. Thank you. 🐾🤍

🖼️ wall of happy cats · from Ei
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Calm tip

The best time for a calm cat's next bath? Before they need a stressful one. Little and gentle beats rare and traumatic. 🐾

🖼️ calm cat in Capsule · from Ei
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Gift

For the cat parent who'd do anything for their cat except enjoy bath day. Give them calm. 🎁🐾

🖼️ gift-styled Capsule · from Ei
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Grooming

Round up the year with a fresh start: one calm bath, a soft coat, and a cat who's a little more okay with the whole idea. 🐾

🖼️ content-pack: fresh cat
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Launch

It's here. 🐾 The Kitty Capsule, calm baths and happy cats, in round and square. Shop now, link in bio.

🖼️ MASTER image (hero, round + square) · from Ei
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Thank you

From a soaked bathroom and one stubborn question to your home. Thank you for believing in calmer baths. 🐾🤍

🖼️ the Capsule in a bright bathroom · from Ei
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Peace of mind

Calm baths. Happy cats. A dry floor and a cat who still likes you afterward. That's the whole promise, kept. 🐾

🖼️ happy cat + calm owner · from Ei