Italian luxury brand Dolce & Gabbana has entered the pet care market with a unique offering: a perfume designed exclusively for dogs. Priced at €99 (approximately ₹9,065), the new fragrance mist, named Fefé, reflects the brand’s high-fashion flair and its co-founder Domenico Dolce’s deep affection for his own dog, Fefé.
The alcohol-free mist features a blend of delicate Ylang Ylang, Musk, and Sandalwood, creating what Dolce & Gabbana describes as a “tender and embracing fragrance crafted for a playful beauty routine.” The mist is housed in a spearmint-colored glass bottle, adorned with a 24-carat gold-plated paw print bearing the brand’s logo.
A 40-second promotional video showcases a series of impeccably groomed dogs in a studio setting, each portrayed with descriptors such as “delicate,” “authentic,” and “enigmatic.” This launch marks a significant shift, as Fefé is the first luxury perfume for dogs from a renowned fashion brand, setting it apart from other canine fragrance offerings on the market.
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The global pet care industry is experiencing rapid growth, with the market valued at USD 246.66 billion in 2023 and expected to reach USD 427.75 billion by 2032, according to Fortune Business Insights. North America held a significant share of 33.81% in 2023.
However, the introduction of high-end pet fragrances has sparked debate among pet enthusiasts. The Royal Society for the Prevention of Cruelty to Animals (RSPCA) cautions against such products, highlighting concerns about their impact on dogs’ sensitive noses. RSPCA senior scientific officer Alice Potter advised, “Sometimes dogs can be anthropomorphized and the lines can become blurred between what dogs like and what we, as humans, think they’ll like.” She added, “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.”