Pharmacy Daily | Scent of Messi launching

CHEMIST Warehouse and personal care products company Game On Group have signed an exclusive worldwide license to manufacture and distribute the debut fragrance for football superstar Leo Messi (pictured) under his Messi brand.

The Leo Messi deal is expected to be one of the largest global celebrity fragrance deals in history, with unprecedented sales forecasts, Game On stated.

"Leo is the GOAT [Greatest Of All Time] in the football world, but he truly transcends his sport...he is one of the most admired and well-known humans on the planet!" said Managing Directors of Game On, Daryl Czarny and Elliot Rubenstein.

The signing months in the making, provides a platform for Game On to develop and distribute not only fragrances but body washes, deodorants, body sprays, gift sets, and other products with Messi and his team under the Messi brand.

The debut fragrance is currently being handcrafted by a world-renowned perfumer, with Game On to unveil the fragrance at Cosmoprof Miami in Jan 2024.

"I have always been passionate about fragrance, and I am very excited to work closely with the team at Game On to produce my very own signature scent," remarked Messi.

"We will create a fragrance that is truly unique and inspirational for all fans around the world."

Chemist Warehouse has already committed to stocking the fragrance both online and in its 500 stores around Australia, New Zealand, Ireland, and China when it launches later next year.

Game On is involved in Australian and global healthcare markets in product development, manufacturing, and distribution of licensed fragrances, personal care, health, and beauty products.

Game On works with Disney, Star Wars, Warner Brothers, Mattel, the NFL, and EPL teams such as Liverpool, Chelsea, Arsenal and Tottenham, and AFL, NRL, All Blacks as well as many international and locally-based celebrities. JG