Global football icon Lionel Messi has unveiled the latest addition to his namesake fragrance line, Messi Platinum Eau de Parfum, which has launched exclusively at Chemist Warehouse.

The launch represents the next phase of Messi’s expanding fragrance franchise and underscores the growing influence of Australian-owned Game On Product Group, the company behind the brand’s global success. Headquartered in Melbourne and led by Co-Managing Directors Daryl Czarny and Elliot Rubenstein, Game On has built a strong reputation over the past 12 years as a leader in developing and distributing licensed fragrances for international markets.

Game On secured the global rights to the Messi fragrance brand after outbidding more than six major international fragrance houses—cementing its position as a major player in global fragrance licensing and distribution. The Messi Fragrance collection is now available in over 75 markets, with Game On overseeing all product development, marketing and retail rollout strategies.

Following the strong performance of the original Messi Eau de Parfum, the Messi Platinum edition builds on the momentum, offering a bold, refined scent crafted to capture the quiet strength and sophistication associated with the athlete. The custom-designed platinum bottle and modern aromatic profile position the launch squarely within the premium affordable luxury segment—an area where Chemist Warehouse continues to dominate.

“I have always been passionate about fragrance, and I am extremely excited to produce my very own signature scent… This is a truly unique and inspirational fragrance, in a personalised bottle, for all fans around the world,” said Leo Messi.

The strategic partnership between Game On and Chemist Warehouse highlights the retailer’s continued investment in exclusive celebrity-led launches that drive strong foot traffic and cross-category engagement in the fragrance aisle.

Read issue 85 of Retail Beauty below:

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