As the younger generation of fashion consumers becomes the main force of pet ownership, pet consumption is developing in a more refined and lifestyle-oriented direction. In the field of pet grooming and fragrance products, beyond basic functions, product ingredients, user experience, packaging design and brand value are attracting increasing attention.
This trend has also attracted some premium beauty, fragrance and personal care brands to enter the pet care market.
From Dolce & Gabbana launching pet perfume, to Aesop and Kiehl's extending their existing care products to pets, and to Jo Malone London, OUAI and Malin+Goetz entering the pet grooming field through partnerships or in-house development, the related products cover multiple subcategories including fragrance, grooming and deodorizing.
Dolce & Gabbana: Entering Through Pet Perfume
Among luxury brands entering the pet market, Dolce & Gabbana is an early case that attracted attention.
The brand launched an alcohol-free pet perfume, Fefé, featuring notes of ylang-ylang, musk and sandalwood, with packaging that uses the brand's iconic visual elements and adds a 24K gold-plated dog paw print.
Compared with traditional pet deodorizing products, pet perfume focuses more on scent and user experience, and also adds elements such as packaging design. In terms of product format, pet perfume has a relatively direct connection to Dolce & Gabbana Beauty's existing business, and its accumulated experience in fragrance, packaging and brand visuals can be extended to new usage scenarios.
Jo Malone London: Partnering with a Professional Pet Care Brand
Jo Malone London adopted a partnership model to enter the pet care market.
The brand partnered with pet care brand WildWash to launch a Sweet Orange & Cedarwood dog shampoo. Jo Malone London continued its product strengths in fragrance, while WildWash provided product experience related to pet care.
For brands originally focused on fragrance and personal care, partnering with professional pet brands is also a way to enter this market.
At the same time, the odor management needs brought by pets living together with families have also led fragrance brands to pay attention to pet-related scenarios. In addition to the pets themselves, the odors of pet supplies and living spaces have also become issues consumers need to address.
Aesop: Extending Its Botanical Care Philosophy
Aesop entered the pet care market by continuing the brand's original product philosophy.
The Aesop Animal range includes pet coat cleanser, conditioner and deodorizing spray, overall continuing the brand's previous botanical ingredients and sensorial experience in personal care products.
In terms of product layout, Aesop did not separate pet care from its existing business system, but instead extended the logic of cleansing, care and deodorizing products it had already developed to pets.
Kiehl's: A Skincare Brand Enters the Pet Grooming Track
Kiehl's extended from personal care to pet grooming.
The brand launched the Cuddly-Coat range for dogs, including pet shampoo, conditioner and leave-in spray, mainly covering cleansing and coat care needs. Compared with single pet fragrance products, products such as shampoo and conditioner are used more frequently and are closer to daily pet care.
This product line continues Kiehl's product structure in personal care, namely combinations built around basic needs such as cleansing and care.
OUAI and Malin+Goetz: Young Beauty Brands Seek New Pet Consumption Scenarios
Some young beauty brands are also trying to extend their existing product experience to the pet market.
OUAI's Fur Bébé range follows the logic of the hair care brand. Founder Jen Atkin transplanted her formula experience in hair care to pets, launching pet shampoo and coat-smoothing spray, with ingredients including apple cider vinegar, vitamin E and aloe. Notably, this is also the most popular signature scent in the brand's human hair care products.
Malin+Goetz represents another direction, continuing its New York apothecary style. Its dog shampoo, conditioner and deodorizing spray feature sulfate-free and preservative-free formulas with neutral scents, suitable for pet owners sensitive to odors.
Unlike OUAI's "social传播力" (social sharing power), Malin+Goetz emphasizes the gentleness and efficacy of ingredients, attracting consumers who value formula transparency.
From Dolce & Gabbana and Jo Malone London to Aesop and Kiehl's, and then to OUAI and Malin+Goetz, these beauty and fragrance brands have taken different paths into the pet care market, but their products are mainly concentrated in areas related to their existing businesses, such as fragrance, grooming and deodorizing.
For these brands, pet care provides a sub-market where they can extend their existing product capabilities. At this stage, related products on the market are still mainly concentrated in categories such as basic care and fragrance, and brand participation is mainly through single products or product ranges.
As pets account for a higher share of household consumption, whether this market can form more mature categories and consumption habits remains to be further observed.
丨Image source: Official websites of the brands
丨Editor: LuxeCO
