A few months after having launched their perfume “Oh My Dog!”, the Dog Generation team strikes back with “Oh my cat!”. The chief weapons of their success are humour, luxury and tenderness.
In September 2000, when Laurent Jugeau and Etienne de Swardt launched the dog perfume “Oh, my dog!”, the worse could be feared. Partly because of their positioning – top quality products, luxury perfume shops – the intentions of the creators could seem questionable. After all, a dog is smelly, and those who can’t stand the smell shouldn’t own one. A good way to make money, some have said, but the ever present humour has taken the stint over luxury.
Who is hiding behind Dog Generation? Two men in their 30s, who made their debut with Givenchy, and who decided one day to try on their dogs Lobster and Jackon, the same principles of pleasure and quality, which make the fame of the great perfumers. That operation was tricky, and the launch of “Oh my dog!”, with its classy image of a beautiful blonde woman, with her eyes matching those of her Weimaraner, didn’t go unnoticed. Some adored the product, while others naturally despised it. In the end, the quality of the product, and the positive feeling of the dog owners, have soothed the almost nefarious image of the first months, and the perfume now conveys a feeling of something tenderly unnecessary.
This new image, along with the efforts used to create a top quality product, were combined for the creation of “Oh my cat!”. Cats are even more sensible to odours than dogs, and any olfactory interaction is bound to disturb them. What’s more, we seem to naturally think that cats smell good, so that creating a perfume for them seemed impossible. With the help of a renown veterinary school, and all the latest information on feline behaviour, the creators’ challenge was successful. But is this success linked to the high quality of the perfume, or is it because cats have a more positive image than dogs. One thing is sure, we’re all expecting to see cat owners use their cats’ perfume.
After the shock of selling animal perfumes in luxury shops, at the same price as men perfume, the young team has moved on to a more classic road, but still with top of the range products. The leashes, collars, bags and other accessories are all displayed in a fashion-like way, but they are also very well thought, practical, and resistant. Creativity and quality combined are the two elements which helped Dog Generation creating the image of a top quality brand.
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