Sheralven and Game On Launch MESSI Platinum Fragrance Across the U.S.

MESSI Platinum sets a new standard for athlete driven luxury fragrance.

Collaboration Elevates Messi’s Fragrance Journey

Sheralven, a leader in the beauty industry, and Melbourne-based Game On Product Group have once again teamed up.

This time unveiling MESSI Platinum Eau de Parfum the second act in football legend Leo Messi’s evolving fragrance universe.

Building on the runaway success of Messi’s debut scent, the Platinum edition takes artistry, innovation, and luxury to an entirely new level.

It debuts exclusively at over 600 JCPenney Beauty locations across the United States and Puerto Rico, and online at jcpenney.com.

Messi’s Inspiration and Personal Connection

“I have always loved fragrances. I love trying new perfumes and exploring the unique world each scent creates. I couldn’t be more excited to share my newest fragrance, MESSI Platinum,” stated Leo Messi.

The creative direction draws from Messi’s signature quiet strength and magnetic legacy.

It captures a sense of confidence and electric calm for those who lead simply by being themselves.

The campaign mirrors Messi’s sleek persona and global influence, bringing fragrance fans closer to his world.

Scent Profile (Crafted for Distinction)

Developed in partnership with master perfumer Frank Voelkl (DSM Firmenich), this fragrance opens with notes of vibrant bergamot peel, fresh water, and lush green coconut.

The heart unfolds into layers of violet leaf, lavender, and clary sage.

Meanwhile, the base delivers grounding intensity with vetiver root, teak wood, and mineral amber. Each note is chosen to evoke Messi’s unmistakable power and presence.

Bespoke Design for Celebratory Moments

MESSI Platinum comes in a platinum-finished, custom bottle designed for elevated experiences. It is ideal for evening wear and milestone occasions.

Fans can choose the standard 3.4-oz./100ml eau de parfum or a premium gift set including the full-size scent, mini fragrance, body wash, and a platinum toiletry bag.

Customers in-store encounter immersive displays that highlight Messi’s journey.

Exclusive Retail Partner and Fragrance Experience

“We’re thrilled Game On Product Group has chosen Sheralven to launch Leo Messi’s signature fragrance in North America. Additionally, JCPenney will be our exclusive U.S. retail partner, ensuring this partnership will make it the GOAT of fragrance launches,” said Steven Koss, President & CEO at Sheralven.

The partnership creates a singular destination for the Messi lifestyle in U.S. beauty retail. It places global icons front and center for everyday luxury shoppers.

Messi (Champion On and Off the Field)

As captain of Inter Miami and a beacon for innovation, Messi inspires a new generation by continually redefining what athletes can achieve.

He blends discipline, legacy, and artistry in every endeavor. MESSI Platinum speaks to those values, shaping the intersection of global sports and luxury personal care.