Poppy’s Picnic launches perfume collection for dogs

Fresh raw pet food manufacturer, Poppy’s Picnic has established its own fragrance house, Maison de Poppy to bring a dog’s favourite essences from the outside, into their favourite parts of the home.

The natural, subtly blended and prettily packaged sprays will be sold as a collection of four and as a limited run of 500 boxes. The brand new spring collection, titled ‘L’air de Chien’, is a collaboration with GQ Barber or the Year 2019 winner, Carmelo Guastella.

Poppy’s Picnic’s fresh raw dog food is handmade in the heart of Wiltshire by fourth generation butchers and puts a pet’s wellbeing at the fore. The company, which champions a dog’s sensory-filled eating experience as seen on ITV’s This Morning and Channel 4, has been keen to expand into natural canine cosmetics for some time to bring wellness into additional areas of dogs’ lives.

Dogs have 300 million olfactory receptors in their noses to thank for their stellar sense of smell, while in comparison, humans have around six million. Founder, Dylan Watkins, has known celebrated stylist Carmelo Guastella for over 18 years and the project had been a long time in the making.

His role was to determine and carefully distilled a dog’s favourite fragrances into a spray that was the perfect strength for dogs, but undetectable for humans.

Founder, Dylan Watkins, said: “Like us, dogs are very emotional beings and their surroundings can impact their mood. When exploring the outdoors, dogs are enchanted by all sorts of sights and smells, but at home they’re just not stimulated in the same way.

“I knew Carmelo would be able to channel his award-winning grooming experience into our new and natural perfume collection which now means owners can spruce up their dog’s favourite bed, blanket or toy with their favourite smells, while having minimal impact on their home.”

Guastella closely studied a sample of 50 dogs for 500 hours to determine their favourite fragrances. He said: “I really wanted to be at one with the dogs and mimicked their movements as best I could alongside them. I spent quite some time patrolling parks, hiding in bushes and pressed up against lamp posts as I carried out my investigation.

“It sounds over the top, but it did enable me to understand the psychology of our four-legged friends and get the most authentic samples to incorporate into our original blends.”

After some deliberation Guastella decided to move forward with the following eau de parfums for the L’air de Chien collection:

  •  Cul de Chien
  •  Caca de Renard
  •  Le Réverbère
  •  Le Boucherie

Guastella added: “Of my many accolades and achievements I really am proud of this collection. Yes, dog groomers have sprayed dogs directly to make them appeal to humans, but no-one has ever considered a dog’s environment and what sprays and smells are most attractive to them in the home.

“It’s a beautiful understanding that just like we humans can crave certain foods or sensations, some days a dog just wants to sniff fox poo, or their friend’s bum. We’ve created something incredibly fulfilling for them.”

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