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.

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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”.