Dolce & Gabbana has released a luxury £84 new perfume...
for your dog. Unlike previous years, is not fronted by the actors Scarlett Johansson or Colin Farrell, but instead the advert features a golden-haired poodle, pomeranian, dachshund and chihuahua. Its new perfume, called Fefé, is the first scent for dogs and claims to be “an olfactory masterpiece”.
The alcohol-free scent, which costs £84 for 100ml, features a blend of sandalwood and ylang-ylang flowers, the latter of which is considered a human aphrodisiac. Fefé is named after the pet dog owned by , the company’s co-founder and inspired by his “unwavering love” for the miniature poodle. Dolce was said to have fallen in love with the miniature poodle after being given it by Stefano Gabbana, his partner and .
Gabbana had previously adopted the dog but said it was incompatible with his cat. Dolce named the puppy after a pet in an old Italian comedy film. “It’s the diminutive of Raffaele, which means gift from God,” Dolce told Corriere della Sera, an Italian newspaper.
“And I, as a good Catholic, considered that this dog really was a gift from God.” He said Fefé loved going out for “a walk”, which involved being carried in a bag. Dolce & Gabbana consulted vets, animal behaviour specialists and dog owners ahead of the product launch.
It claimed the scent, which was created by Emilie Bevierre-Coppermann, Dolce & Gabbana’s master perfumier, was approved by vets, enjoyed by dogs and safety tested. However one vet has dismissed the new product as a waste of money. Fabian Rivers, a welfare ambassador for the RSPCA, told The Times that most were “lowbrow products” that cost less than £15.
Mr Rivers said: “The fact that they’re coming into this market at such a high price is an interesting way of having people spend their money on things that have very little merit. But it’s your choice on how to spend your money.” He warned that owners might use the spray to rather than consulting a vet about possible skin infections.
Mr Rivers said dogs’ sense of smell wouldn’t be affected, but claimed they may find the smell “distracting or unpleasurable”. “Clearly, a wealthier demographic are finding new ways to spend their money, which I find frustrating at a time when people are struggling,” he added. Pet shampoo, balsams, perfumes and deodorants are already on the market, including Aesop’s dog shampoo in the US for $43 (£33).
Bloomberg estimates the pet economy is worth £250 billion a year worldwide, with forecasts projecting the market’s value could exceed £390 billion by 2030 as owners buy luxury apparel, carriers and toys..
