Italian luxury fashion house Dolce & Gabbana has launched its latest fragrance, a perfume for dogs named “Fefé” after co-founder Domenico Dolce’s pet.
This 100ml perfume, priced at €99, is alcohol-free and features warm notes of ylang-ylang, musk, and sandalwood. The glass bottle is adorned with a 24-karat gold-plated paw print, and buyers receive an exclusive Dolce & Gabbana dog collar and tag.
The campaign video for “Fefé” showcases adorable dachshunds, chihuahuas, and bichon frises on stools, starting with the words, “I am delicate, authentic, charismatic,” and ending with, “Cause I’m not just a dog, I’m Fefé.” The brand’s co-founder Stefano Gabbana told the Italian newspaper Corriere della Sera, “The market has reacted well; everyone went crazy at the announcement.”
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RSPCA’s Warning
However, the RSPCA (Royal Society for the Prevention of Cruelty to Animals) has warned against using perfumes on dogs, citing concerns about interfering with their sense of smell.
RSPCA’s Senior scientific officer Alice Potter stated, “Sometimes dogs can be anthropomorphised and the lines can become blurred between what dogs like and what we, as humans, think they’ll like,”
“Dogs rely on their sense of smell to communicate and interact with their environment as well as the people and other animals within it. Therefore we advise that strong-scented products such as perfumes or sprays are avoided, especially as some smells can be really unpleasant for dogs.”
Pet Industry Growth
While dog perfumes are not new, Dolce & Gabbana’s entry into this market is a first for a major fashion house. According to a 2023 Bloomberg Intelligence report, the global pet industry, including veterinary care, pet food, and pharmaceuticals, is expected to grow from an annual $320 billion to $500 billion by 2030.
“We’re seeing a profound increase in consumer spending on pets and expect to see this continue through 2030. Consumers are willing to pay more for items for their pets,” said Diana Rosero-Pena, Bloomberg analyst.
In many developed countries, declining birth rates have led to an increase in pet ownership. Particularly in China and South Korea, lower birth rates and relaxed regulations have spurred a rise in pet ownership. Given this context, the pet market shows promising potential, and it remains to be seen how Dolce & Gabbana’s luxury dog perfume “Fefé” will capture consumers’ hearts.
“Fefé” is now available for purchase on the brand’s official online site and in stores across Europe and the United States, with plans to expand to other regions worldwide.