Page 10 - EM - EXPORT MAGAZINE PERFUMERY EDITION
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LAUNCH
LIONEL MESSI
THE CHAMPION
The Argentinian footballer, now
playing for Inter Miami in the
USA, winner of the Golden Shoe KICKS OFF A
award six times and of the Ballon FRAGRANCE
d’Or eight times, is now kicking
off his own fragrance brand, after BRAND
signing a licence agreement with
Game on Product Group for the
launch and global distribution.
The announcement was made It is a confident, intriguing and unique
at Cosmoprof North America in Eau de Parfum that is also designed
Miami in January. to have mass global appeal – just like
Leo, as he is fondly called by his Messi himself. The top notes of Fresh
fans worldwide, is looking forward Cardamom, Apple Leaf and Wild Cypress
to this new venture, saying, “I have immediately prepare the ground for the
always been passionate about middle notes of Iris Root, Lavender and
fragrance and I am extremely Leather Natureprint , while the base of
®
excited to produce my very own Cedarwood Virginia, Vanilla and Patchouli
signature cent… This is a truly complete the fragrance giving it universal
unique and inspirational fragrance, appeal and persistence.
in a personalized bottle, for all fans Great importance is given to advertising
around the world.” and marketing of this new range, with a
The fragrance is to be made in the full suite of creative assets being provided
USA by perfumer Frank Voelkl, to major partners at no charge, including
Principal Perfumer at DSM- TVC (multiple lengths), Social Media
FIRMENICH. The scent is designed Assets, Key Visuals to support: print, Out
to provoke a profound emotional Of Home, Digital, Point of Sale and much
connection, at the intersection of more. The advertising will feature Leo
‘freshness’ and ‘warmth’. Messi in a world-class, premium campaign that leans into
the lifestyle/fragrance space.
Rebates will be provided to key partner to fund media
The Golden Shoe placement. Leo Messi himself will also support the launch
with multiple posts across all of his social platforms. Messi
winner signs has a combined audience of over 650 million followers
globally! The products will be available for delivery globally
an inspirational in September/October 2024 for a Christmas 2024 retail
launch: a 100ml Eau de Parfum and a gift set comprising
fragrance for Eau de Parfum 100ml, Body Wash, Premium Messi Branded
and Embossed Travel Toiletry Bag.
all his fans After the announcement at Cosmoprof North America,
the Messi fragrance will also be on display at Cosmoprof
Bologna from 21 to 24 March 2024.
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