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November 19, 2007

Petit Amande Dog Fragrance — by Mungo and Maud



Edwina Ings-Chambers, beauty editor of The Financial Times, widened her purview a bit this past weekend to encompass the new new thing in scent.

Read all about it.

    Paws for thought

    This is not a shaggy dog story. In fact it’s more of a coiffed dog story. For this is about not only the rise of dog grooming but the arrival of dog fragrance. Yes, it’s time to spritz those canine pulse points and have that pooch of yours smell of vanilla rather than parkland squirrel droppings.

    Well, sort of. Certainly Mungo and Maud’s new canine scent, Petite Amande Dog Fragrance, has been approached with the same consideration that goes towards those made for their owners. The founders of the brand, husband-and-wife team Michael and Nicola Sacher, even approached renowned nose Lyn Harris to make the fragrance.

    Harris admits that when she was first informed about the project a year ago, she said no – a reaction most of us would understand. But she checked out the brand’s website and “I thought it was beautiful” – which could translate as being free from frilly doggy nonsense and diamante collars. Then she pondered the fact that many of her friends treated dogs like children and decided that “it was kind of a challenge”.

    She approached the project as she would any other. “Dogs are treated like family,” she says “so I didn’t treat it any differently.” The result is “a cologne, not too overpowering, with some soft notes that I felt would work well with a dog’s own natural sort of smell.”

    Much of the direction came from Nicola Sacher herself whose favourite scents are blackcurrant and almonds “and we added wonderful flowers like mimosa and were inspired by nature and woodlands”.

    She also investigated any concerns she had about the possibility of a fragrance ruining a dog’s own natural smell – quite an important point in the dog world, which anyone who has ever taken one for a walk cannot have failed to notice. “A dog’s main sweat gland is under its tail,” explains Sacher, so any spritzing of the main coat won’t, she says, interfere with the natural order – or odour – of things. Besides which, this is in many ways about making a dog smell good so your home doesn’t stink.

    But if this all sounds loony, consider that Paul Mitchell’s dog-care range of shampoos and wipes, launched at Crufts this March, has experienced double-digit growth month-on-month. And according to a Mintel Pet and Accessories Healthcare UK report from May 2006, the pet accessories market has risen by 40 per cent since 2001.

    As for Mungo and Maud’s fragrance (also used for a shampoo), it turns out it already has another use. “We use it all the time at the office, and a lot of my friends are using it on themselves,” says Nicola. “We smell as good as our dogs!” As beauty trends go, this certainly requires pause (no, not paws) for thought.


A 50 ml bottle of Petit Amande Dog Fragrance — "For humans too" — is £38.

November 19, 2007 at 12:01 PM | Permalink


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