Dolce & Gabbana launches Fefé, an alcohol-free mist for dogs, inspired by Domenico Dolce’s. This product, responding to the growing luxury pet market, has been available since early August 2024 online and in the brand’s boutiques. However, the product is facing criticism from animal rights activists.
Dolce & Gabbana, renowned for its elegant creations and prestigious fragrances, is embarking on a new adventure by offering a fragrance mist exclusively for dogs.
Named Fefé, in homage to the pet of Domenico Dolce, co-founder of the Italian House known for its luxurious and innovative creations, it is available online and in Dolce & Gabbana boutiques at a price of 99 euros incl. VAT.
This mist is designed to enrich pet grooming routines with a touch of luxury.
Developed by master perfumer Emilie Coppermann, known for her creations in the field of luxury fragrances, Fefé features a sophisticated olfactory composition. The fragrance combines notes of ylang-ylang, musk and sandalwood, offering a delicate, elegant blend, specially formulated to be alcohol-free to ensure pet safety.
A luxury product for dogs and their owners
The bottle reflects the distinctive style of the Italian House, with green lacquered glass, a red metal cap and a 24-carat gold-plated tab. This refined design aims to offer not only a pleasurable sensory experience, but also a luxury item for style-conscious pet owners. In addition to the mist, each purchase includes an exclusive customizable collar, reinforcing the luxurious character of the product and adding an extra dimension to the shopping experience.
The luxury pet sector is expanding rapidly, with many brands offering new products to meet the growing expectations of pet owners. Dolce & Gabbana’s introduction of Fefé is a perfect illustration of this trend.
But the launch of this product also highlights the growing tension between luxury and ethics. While Fefé is an innovative addition to the Italian House’s high-end range, it also raises important questions about the impact of fragrance products on animal welfare.
PETA’s concerns
Despite the product’s visual appeal and sophistication, Fefé’s launch was greeted with significant reservations.
The animal rights organization PETA expressed serious concerns about the fragrance’s potential impact on dogs. Ingrid Newkirk, the association’s founder, explains that dogs, with their highly developed sense of smell, can be disturbed by scents intended to appeal to humans.
Dogs have between 10,000 and 100,000 times more olfactory receptors than humans, making them particularly sensitive to scented substances. According to PETA, these products could not only cause irritation and stress, but also interfere with their ability to detect other scents essential to their communication and environment.
Although Dolce & Gabbana claims that its new creation has been rigorously tested and is certified according to the Safe Pet Cosmetics® protocol, the controversy raises important questions about the luxury industry’s animal care practices. The focus on product safety and quality is crucial, but it’s also essential that the ethical concerns associated with the use of fragranced products for animals are taken seriously.
A booming luxury pet care market
The pet care industry is growing fast. Forecasts by Grand View Research Inc. indicate that it could reach $236.2 billion by 2030. Consumer expectations are evolving beyond basic needs to include sophisticated products combining luxury and functionality.
However, Fefé’s introduction also highlights the challenges associated with the market’s rapid growth, particularly in terms of managing ethical and safety concerns. We’ll be watching with interest the industry’s ability to adequately address the issues raised by animal rights activists, particularly concerning theimpact of scented products on the well-being of our domestic companions.
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