Smelling like a dog may soon be a compliment. Italian fashion brand Dolce & Gabbana is catering to the well-heeled pampered pet crowd with a new “fragrance mist” designed exclusively for dogs. At $100-a-bottle, Fefé, named for D&G cofounder Domenico Dolce’s own pooch, promises a “gentle and delicate” scent made to be gently worked into the fur to give your fragrant Fido “a moment of scented pampering.
” The alcohol-free mist comes in a spearmint-colored glass bottle adorned with a 24-carat gold-plated paw print featuring the Dolce & Gabbana logo. The steep price tag is offset somewhat with the included D&G dog collar featuring the same 24K gold-plated doggie paw from the bottle. According to D&G, the fragrance combines scents like musk, sandalwood and ylang-ylang for an “olfactory masterpiece” it claims appeals to dogs, though it does advise avoiding the nose area when applying the scent.
The 40-second ad for the new product shows a variety of well-groomed pups posed on a stool for a photoshoot, each juxtaposed with a descriptor like “delicate,” “authentic” and “enigmatic.” There’s a wide variety of similar products on the market, including up-market choices in the $100-a-bottle range. But Fefé is the first to be released by an established purveyor of luxury goods for humans.
According to Forbes , the pet industry has surged in recent years, with 2023 spending reaching an eye-popping $303 billion, up 16% from 2022. Although Fefé sounds lik.