By Sarah Hurtes
A smooth voice intones over swelling violins as a parade of pampered pooches poses on high chairs, each more extravagantly groomed than the last. “I am delicate, authentic, charismatic, sensitive, enigmatic, rebel, fresh, irresistible, clean,” the voice says. “’Cause I’m not just a dog. I’m Fefé.”
Dolce & Gabbana’s ad for Fefé, its new “alcohol-free fragrance” specifically for dogs, is a feast for the eyes. The perfume contains “the cocooning and warm notes of ylang, the clean and enveloping touch of musk, and the woody, creamy undertones of sandalwood”, according to the company’s website. And it comes at a cost of €99 ($165).
The perfume has been certified by Safe Pet Cosmetics, an independent veterinary organisation in Italy that validates the safety of products for animals, Dolce & Gabbana says. But is it a good idea to spritz your furry companion?
“This is entirely for the owner’s benefit, not for the dogs,” said Daniel Mills, a professor of veterinary behavioral medicine at the University of Lincoln in England. “Dogs have a fantastic sense of smell, and changing their odour can cause significant issues.”
Dogs relied heavily on smell to navigate the world, which was filled with subtle odour cues from other dogs, humans, food and potential dangers, Mills said. Applying strong scents — even creamy undertones of sandalwood — could mask these important signals, potentially causing social issues and confusion among dogs.
Changing a dog’s scent could also cause other dogs to misidentify it, which could lead to aggression or social rejection.
“Overall, it’s a very bad idea,” Mills said.
Dolce & Gabbana is not alone in the world of dog perfumes. Hownd, a dog food and grooming company, makes Peach Bum Natural Parfum for Lady Dogs, while the dog-grooming brand, Peanut and Pickle, provides a selection of fragrances, such as coconut, sea salt, peppermint and grapefruit, for both adult dogs and puppies. Even Queen Elizabeth II, known for her love of dogs, created her own dog perfume in 2022: the “Happy Hounds Dog Cologne” described as having the essence of “coastal walks”.
The fragrances are a small part of a major industry. By 2030, the value of the global pet industry, encompassing veterinary care, pet food, pharmaceuticals and more, is projected to soar to $US500 billion ($765 billion), up from its current $US320 billion, according to a Bloomberg Intelligence report from 2023.
While it might not always be harmful, veterinarians said, using perfume on dogs was generally unadvised.
“A dog with perfume put on it would be deprived of important life information,” said Donald M. Broom, a professor of animal welfare at the University of Cambridge. He likened it to a person trying to see in blindingly bright light; this sensory overload was why dogs often avoided strong, masking odours.
An expensive scent might harm your dog’s ability to navigate its world, veterinarians say. Credit: Michelle V. Agins/The New York Times
Some sweet-smelling oils, like lavender, could have calming effects on animals — useful for purposes like transportation, Broom said. But other scents, such as musk, could negatively affect a dog’s physiological functions.
Anna Judson, the president of the British Veterinary Association, said that dog perfume could also hide underlying health problems, potentially causing unnecessary delays to treatment. “If your dog smells, it could be due to a skin condition or other health issues,” she said. “So consult your vet for advice.”
Mills also expressed concern that perfuming dogs could cause discomfort for the animals.
“My concern is this is instrumentalising the dog,” he said. “This is not giving the dog any choice in the matter. If your dog wants to rub itself in coyote scat or fox scat, that’s the dog’s choice. But if it gets a spray of Dolce & Gabbana on it, that is not its choice.”
He added: “We need to be far more respectful of dogs and their wishes.”
This article originally appeared in The New York Times.
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