A Fragrance for Babies?

Now this isn't a recent launch in the fragrance world but definitely a new discovery for me, personally I never pictured Dolce & Gabbana to release this kind of thing. To me they are one of the brands that is all about the allure of sex and money to sell a perfume. They know how to do the cliche perfume advert the best - it has become their staple look. So when I saw this all I could think was how could they do something related to innocence and purity? The opposite of what they always do and are known for. They described the perfume as:

"A bottle designed to cuddle and pamper every little boy and girl. The fragrance was inspired by the softness of babies skin, the freshness of baby breath, a mother's sweet hug and the first smile" - Stefano Gabbana

When they launched this in 2013 they weren't the first to do it, brands such as Burberry and While L'Occitane's also had their own unique 'baby perfume'. However to me I don't find the concept as shocking coming from those brands. Burberry is a brand drenched in traditional roots and focuses on heritage which contains a certain sense of innocence. The fact they don't focus on sex and money rather educating about the past.So to me their baby fragrance almost complements their brand identity and makes more sense coming from them. Whereas when a brand focused on using sex and allure to sell releases something as innocent as this - it feels very wrong. It almost feels like their trying to pass their less than PG brand values to babies.

But I a mean the whole idea of a fragrance for a baby isn't really what I would call a great idea. To me it just feels like your trying to make babies grow up too quickly - I mean they can barely walk and talk and you wanna buy them a £40 plus perfume? There are so many more useful things for a baby than smelling like Gucci, the chances of anyone noticing are very small.