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Dolce & Gabbana has made a bold entry into the pet care market with the launch of Fefé, a €99 (approximately ₹9,980) dog perfume.
This marks the Italian fashion giant's first foray into pet fragrances, promising to elevate the bond between pets and their owners through luxury scents. The fragrance gets its name, Fefé, in honor of Domenico Dolce’s beloved pet
However, the move has sparked controversy, as animal welfare experts express concerns about its potential impact on dogs.
The perfume boasts warm notes of ylang ylang, musk, and sandalwood and is part of Dolce & Gabbana's campaign celebrating the loyalty and playfulness of dogs.
Each bottle is adorned with a 24-carat gold-plated paw, and purchasers receive an exclusive Dolce & Gabbana dog collar and tag.
While the brand is enthusiastic about its new product, the RSPCA has voiced concerns. They warn that strong fragrances could interfere with a dog's natural ability to navigate their surroundings, as dogs heavily rely on their sense of smell for communication and interaction. This could lead to discomfort or distress for pets.
Despite the concerns, Dolce & Gabbana anticipates a strong market response, with plans to distribute Fefé across Europe, the US, and online platforms.
This entry marks a significant moment, as a top fashion house steps into the pet fragrance sector, reflecting a growing trend in the luxury pet care market.
According to a 2023 Bloomberg Intelligence report, the global pet industry is expected to reach $500 billion by 2030, driven by increasing consumer spending on premium pet products. This aligns with Dolce & Gabbana's strategy to tap into this burgeoning market.
Previously, luxury retailers like Harrods and figures such as Elizabeth II have ventured into pet fragrances, indicating a longstanding interest in high-end pet care.
As Dolce & Gabbana introduces Fefé, it remains to be seen whether pet owners will embrace this luxury trend and if it will shape the future of the pet industry.
Click here to read about the $150,000 dog that's stealing hearts and protecting homes!
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