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Sheralven & Game On Product Group create Messi Platinum exclusively for JCPenney in a platinum-finished bespoke bottle.
November 27, 2025
By: Rachel Klemovitch
Assistant Editor
Sheralven, a powerhouse in the beauty industry, and Melbourne-based Game On Product Group, announced their latest collaboration: Messi Platinum Eau de Parfum with legendary footballer Leo Messi.
Building on the 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 online.
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.
Housed in a platinum-finished bespoke bottle designed for elevated experiences, Messi Platinum targets the evening hours and moments worth celebrating.
Developed in partnership with master perfumer Frank Voelkl (DSM – Firmenich), the fragrance opens with bergamot peel, fresh water, and green coconut.
The heart includes violet leaf, lavender, and clary sage, while the base delivers grounded intensity with vetiver root, teak wood, and mineral amber.
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.
The 3.4-oz./100ml eau de parfum is joined by a premium gift set that includes the full-size scent, portable mini fragrance, body wash, and a signature platinum toiletry bag.
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.
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