While dog fragrances are not new, it is believed that this is the first time a global fashion house has released a perfume specifically targeted at dogs. Italian luxury brand Dolce & Gabbana (D&G) has unveiled a new perfume – specifically for dogs. Fefe is named after and inspired by “the unwavering love” of the fashion house co-founder Domenico Dolce’s dog.
It is D&G’s first foray into the burgeoning pet market, a global industry that is poised to grow to almost US$500 billion (S$662.7 billion) by 2030, according to a Bloomberg Intelligence report. While dog fragrances are not new, it is believed that this is the first time a global fashion house has released a perfume specifically targeted at dogs.
Fefe, which costs €99 (S$144), is alcohol-free and marketed as an “olfactory masterpiece”, containing notes of ylang ylang, musk and sandalwood. According to D&G, it has been safety-tested and approved by vets. But the Royal Society for the Prevention of Cruelty to Animals (RSPCA), a British animal welfare charity, said canines may not enjoy being doused with fragrances.
“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,” RSPCA senior scientific officer Alice Potter told The Guardian. Fefe is sold in a sleek green lacquered.