Leo Messi launches signature fragrance at J.C. Penney

Soccer player Leo Messi has introduced a signature fragrance, Messi Eau de Parfum, launching in over 600 J.C. Penney stores across the U.S. and Puerto Rico, as well as online, this month.

The 3.4-oz. eau de parfum ($72) features top notes of cardamom and wild cypress, with warm undertones of leather and cedarwood, finished with a touch of vanilla. Created by perfumer Frank Voelkl, the fragrance is designed to exude confidence and strength — qualities synonymous with Messi himself.

The fragrance is housed in a navy-blue glass bottle molded in Messi’s logo and packaged sustainably. A gift set ($88), including an 8.5-oz. body wash and a Messi logo toiletry bag, is also available.

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

Melbourne-based fragrance company Game On Product Group selected beauty industry leader Sheralven as the exclusive North American distributor.

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

“As Messi’s signature scent, it is sure to be embraced by millions of devoted U.S. fans as the embodiment of his competitive essence, a men’s fragrance that inspires confidence and exudes a winning spirit. We are confident that with his devoted fan base, we will hit the projected retail sales of $100M by 2026.”