Dog Generation, the brainchild of several ex-employees of French haute couture design house Givenchy, will follow last year's spectacularly successful international launch of the "Oh My Dog!" perfume with kitty scent set to launch in September 2001 called "Oh My Cat?"
The launch of the new scent -- formed from an olive leaf base, and guaranteed to pose no harm to animals or their owners -- will follow the model established by its doggie counterpart, with distribution in upscale retail outlets in France, Japan, the U.K. and the U.S. and advertising in the glossy magazine press worldwide.
The first ad from Havas Advertising's Euro RSCG Works, Paris, resembles campaigns for other luxury perfumes, and features a good-looking male model and a gorgeous cat.
The scent will be sold exclusively in France in September by leading perfume retailer Marionnaud, while the U.S. launch is scheduled for October and includes New York's leading luxury retailer Saks 5th Avenue.
Executives at Dog Generation have high hopes for the new scent, which they predict will tap into the growing pet-spending market across the industrialized world.
The company is targeting an estimated market of 8 million cat owners in France and more than 60 million cat owners in the U.S. Cat owners bought more than 50 million birthday and holiday gifts for their feline friends in 2000, according to Dog Generation.
Dog Generation (www.doggeneration.com) has projected sales topping $10 million this year for its "Oh My Dog!" and has similar hopes for "Oh My Cat?" in 2002. -- Lawrence J. Speer
Copyright July 2001, Crain Communications Inc.