Why Dolce & Gabbana’s Rs 9,000 dog perfume is raising a stink – Firstpost

The Italian fashion brand Dolce and Gabbana known for its luxury couture and accessories has unveiled its latest product: a perfume for dogs.

As stylish as it sounds, the scent for dogs named ‘Fefé’, drew its inspiration from the “unconditional love” that the brand’s Co-founder Domenico Dolce has for his “loyal dog Fefé,” according to the company’s website.

However, the fragrance product for four-legged friends has sparked a mix of intrigue and controversy. While some see it as a frivolous indulgence, others question the implications of such a luxury item in the context of animal care and ethics.

Here’s what we know of the matter

‘An olfactory masterpiece’ 

At the heart of D&G’s creation, is the designer’s love for dogs.

The advertisement for the fragrance opens with the statement, “I am delicate, authentic, charismatic,” showcasing footage of a finely groomed dachshund, chihuahua, and bichon frisé perched atop stools. “Cause I’m not just a dog, I’m Fefé,” it said.

Priced at €99 (Rs. 9,061) for a 100 ml bottle, the alcohol-free mist comes in a sleek green lacquered glass bottle, adorned with a vibrant red metal cap and a precious 24-carat gold-plated paw. As an added luxury, customers are offered an exclusive Dolce & Gabbana dog collar with a tag.

The “olfactory masterpiece” as Dolce claims it is, is developed by Parisian master perfumier Emilie Coppermann and features “warm notes” of Ylang, Musk, and Sandalwood.

The site offers some instructions to apply the product “Spray Fefé on your hands or on a brush and proceed by rubbing or brushing your dog’s fur from the middle of the body towards the tail to give them a moment of scented pampering.” It can also be sprayed directly on their body except for their nose.

But whether there is a sustained market for Fefé remains to be seen.

“We’re distributing Fefé right away throughout Europe, in the US and then, little by little, we’ll expand; it’s already available online,” Stefano Gabbana, the brand’s other co-founder, told the Italian newspaper Corriere della Sera. “The market has reacted well; everyone went crazy at the announcement.”

The doggy dollar

Dog fragrances are hardly new but the foray from a top fashion house like D& G is a first and indicates that there is potential for the pet care industry.

According to a 2023 Bloomberg intelligence report, by 2030, the global pet industry – including vet care, pet food and pharmaceuticals among others – is expected to balloon to $500 billion from an annual $320 billion.

Capitalising on the lucrative luxury ‘doggy dollar’, British designer Anya Hindmarch previously introduced a dog poop-bag-holder charm on her website for £135 (Rs. 14,000). Fashion-savvy pooches can now even strut in a Prada puffer jacket priced at £600 (Rs. 63,870) during the day and nestle in a large Versace bed for £915 (Rs. 97,407) at night.

Diana Rosero-Pena, a Bloomberg analyst and co-author of the report was quoted as saying by The Guardian, “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.”

However, despite its glamorous appeal, the latest D&G creation has not impressed many pet lovers and animal activists.

Why?

The Royal Society for the Prevention of Cruelty to Animals (RSPCA), the top animal welfare charity in the UK, has warned that the perfume will mess with dogs’ sense of smell and can even hamper their ability to connect with their surroundings.

“Dogs have 300 million smell receptors whereas humans only have six million, so as you can imagine putting scent on a dog really interferes with their sense of smell,” pet aromatherapy and behaviour expert Katie Gwilt told The Daily Mail.

“For a working dog carrying a strong unknown smell can really affect their ability to function, and they can get confused as their scent profile has been changed. They may panic thinking that something is wrong, and that they even aren’t the same dog, ” added Gwilt.

“Dogs use scent to perceive the world in the same way that we use our eyes, so we need to consider this when introducing strong smells that they really don’t need,” she further stated.

Fabian Rivers, a vet who specialises in small animals and is a welfare ambassador for the RSPCA told The Times that owners may use the spray to mask their pet’s unpleasant smell rather than seek veterinary advice about possible skin infections risk causing their dog harm.

He also noted that most dog toiletries are “lowbrow”, Fefe on the other hand, “is an interesting way of having people spend their money on things that have very little merit”.

Fabian added that he found it “frustrating” that the wealthier demographic buying this type of product is “finding new ways to spend their money” while many others are financially struggling.

With input from agencies