Sheralven and Game On Product Group Unveil MESSI Platinum – Leo Messi’s Latest Prestige Fragrance, Exclusive to JCPenney Beauty

Sheralven and Game On Product Group Unveil MESSI Platinum – Leo Messi’s Latest Prestige Fragrance, Exclusive to JCPenney Beauty

Building on the meteoric success of Messi’s debut scent, MESSI Platinum catapults the brand to new heights, debuting exclusively at more than 600 JCPenney Beauty locations across the U.S. and Puerto Rico, and at jcpenney.com. This exclusive release underscores JCPenney Beauty’s position as the retail home for one of the world’s most influential athletes, all while placing premium artistry, innovation, and luxury directly in the hands of Messi’s fans.​

The second act in Messi’s fragrance journey, Platinum, is an aromatic statement of confidence and electric calm, crafted for those who command attention simply by being themselves. The creative team behind the global campaign took inspiration from both Messi's silent strength and dynamic legacy. The visually striking campaign mirrors the sleek persona of the MESSI Platinum scent.​

“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,” said Leo Messi.

Developed in partnership with master perfumer Frank Voelkl (DSM – Firmenich), the fragrance opens with vibrant bergamot peel, an invigorating splash of fresh water, and a hint of lush green coconut. The heart reveals an elegant medley of violet leaf, lavender, and clary sage, while the base delivers grounded intensity with vetiver root, teak wood, and mineral amber—each element chosen to evoke Messi’s quiet yet unmistakable power.​

Housed in a platinum finished bespoke bottle designed for elevated experiences, MESSI Platinum targets the evening hours and moments worth celebrating. The 3.4-oz./100ml eau de parfum (MSRP: $72) is joined by a premium gift set (MSRP: $92) that includes the full-size scent, portable mini fragrance, body wash, and a signature platinum toiletry bag, all showcased in immersive in-store displays that celebrate Messi’s remarkable journey.

From the pitch to prestige fragrance counters, Messi continues to shape global sports and lifestyle culture. As captain of Inter Miami and global ambassador for innovation, Messi is inspiring a new generation with his relentless pursuit of excellence—not only in football, but in lifestyle ventures that challenge the definition of what an athlete can achieve. MESSI Platinum is more than a fragrance; it’s a celebration of discipline, legacy, and artistry.

About Sheralven

Since 1977, Sheralven has been a leader of the beauty industry, offering comprehensive sales, distribution, and manufacturing services. Their mission is to transcend the competition by offering unparalleled opportunities that resonate and inspire. With a rich heritage in fragrance and beauty, they specialize in E-Commerce, branded and private-label products, beauty distribution, warehousing and logistics, and wholesale services. Sheralven excels as custom private label and contract manufacturers in fragrances and beauty. They offer licensing and global distribution, supported by sales leadership. Sheralven delivers innovative solutions and marketplace success with a strong focus on research and development. Sheralven’s distribution is a premier destination for all things beauty, specializing in luxury goods and customer experiences. They excel in offering a wide array of high-quality goods, exceptional service, and cutting-edge technology, empowering retailers to distinguish themselves in a competitive market.

About JCPenney

JCPenney is the shopping destination for America’s diverse, working families. With inclusivity at its core, the Company’s product assortment meets customers’ everyday needs and helps them commemorate every special occasion with style, quality and value. JCPenney offers a broad portfolio of fashion, apparel, home, beauty and jewelry from national and private brands and provides personal services including salon, portrait and optical. The Company and its 50,000 associates worldwide serve customers where, when and how they want to shop – from JCPenney.com to more than 600 stores in the U.S. and Puerto Rico.

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SOURCE: Sheralven

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PUB: 11/24/2025 09:00 AM/DISC: 11/24/2025 09:01 AM

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