Football legend Lionel Messi, recently called the “greatest of all time” by Manchester City boss Pep Guardiola, has ventured into the world of fragrance with the launch of his first signature scent, Messi. The highly anticipated fragrance debuted globally on October 10, and in Australia, it is available exclusively through Chemist Warehouse, both in-store and online.
The launch of Messi marks a significant achievement for Melbourne-based company Game On Product Group, who secured the worldwide rights to manufacture and distribute the fragrance. Led by Co-Managing Directors Daryl Czarny and Elliot Rubenstein, Game On has become a major player in the global healthcare and beauty markets over the past 12 years. Specialising in licensed fragrances and personal care products, the company outclassed six major international competitors to win the prestigious Messi partnership.
Beyond Australia, Game On will distribute the Messi fragrance across 75 countries, with plans to expand into a broader range of Messi-branded products, including body wash, deodorants, and gift sets. This partnership is poised to be a game-changer for both the Messi brand and Game On, marking one of the most significant celebrity fragrance deals in recent history.
The fragrance was designed to capture the essence of Messi—not just as a world champion footballer, but as a father, proud Argentinian, and humanitarian. Frank Voelkl, Principal Perfumer at DSM – Firmenich said, “I was thrilled at the opportunity to create an olfactive experience that was unique, special and memorable as Leo Messi himself. The scent contains fresh top notes of cardamon, and wild cypress contrasted by warm notes of leather and cedarwood. These notes together with hints of vanilla wear nicely on the skin and create a siege that is bound to make everyone want more of it. It is a scent to be worn by anyone looking to feel confident and strong just as Messi.”
The composition reflects Messi’s multifaceted persona and aims to inspire a deep emotional connection with fans worldwide.
“I’ve always been passionate about fragrance, and I’m thrilled to create my own signature scent,” Messi said of the launch. “This fragrance is unique and inspirational, designed for all my fans around the world.”
Game On’s success with this partnership adds to its impressive portfolio of collaborations with global brands and sports teams, including Disney, Warner Brothers, the NFL, and EPL clubs like Liverpool and Chelsea. With headquarters in Melbourne and offices in Hong Kong and Ireland, the company plans to expand into London and the USA in the near future.
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