My guess is they're just treats with trace amounts of herbal "supplements" that are supposed to boost energy/aid relaxation/beautify, etc. kind of like similar products pitched at people. I haven't bought them, though I have looked at them in the treat aisle and even gone so far as reading the ingredients, all of which look good.
But I expect that if you got them with any expectation they'd do anything more than any other kind of treat, you'd be disappointed.
The packaging kinda creeps me out... can't put my finger on it, but it is there.
That's quite interesting information given, though I'm not sure I'd ever believe a treat box which claimed to make your pet more beautiful or more receptive to training. Maybe it smells really nice so they want it more... *shrugs* Bailey doesn't care what it is, if it is food he'll eat it! I'm skeptical of things like that to start with; much like with the Eukanuba bag saying that eating this food will make your pet smarter and easier to train... I ended up laughing (all by myself) in the aisle at the pet store and getting stared at. Maybe it is like Omega3 for dogs... I give that to Joe because it is meant to enhance concentration... perhaps it is the same principle. Hmm.