Lionsgate and Scentbird Team Up on John Wick-Inspired Fragrance
MWN-AI** Summary
Lionsgate has partnered with Scentbird to launch a new fragrance inspired by its iconic action franchise, John Wick. This collaboration, facilitated by IMG Licensing, introduces the John Wick Eau de Parfum, which captures the essence of the franchise's legendary character, Baba Yaga. The scent is characterized by a complex blend of spiced lemon, gunmetal accords, clary sage, cedarwood, and amber bourbon, embodying the precision, intensity, and sophistication associated with the John Wick brand.
Elena Lécué, Scentbird's CMO, expressed excitement about the partnership, highlighting the unique opportunity to merge fragrance with storytelling and community engagement through this collaboration. This initiative allows both brands to connect with a global fan base, transforming fragrance discovery into a cultural narrative and collectible experience. Debbie Olshan, Lionsgate's Director of Consumer Products, emphasized the potential for fans to engage with the John Wick franchise in new and immersive ways.
The John Wick fragrance will be available for a limited time through Scentbird's subscription service, which boasts over 1 million subscribers and offers access to over 1,000 premium fragrances. The launch is part of Scentbird's strategy to enhance subscriber loyalty and engagement through IP-led products that resonate with fans on a cultural level.
Accompanying the launch will be a comprehensive marketing campaign, including social media storytelling, influencer partnerships, and street activations in New York City, aimed at building excitement and driving subscriptions. Scentbird and Lionsgate's collaboration thus marks a significant intersection of entertainment and fragrance, appealing to both existing fans and newcomers to the franchise.
MWN-AI** Analysis
The recent collaboration between Lionsgate and Scentbird to launch a John Wick-inspired fragrance presents a unique opportunity for investors focusing on innovation within consumer products. This partnership is more than a mere merchandise extension; it strategically enhances both companies' brand familiarity and consumer engagement, especially amid an increasingly competitive market for subscription services.
Scentbird has positioned itself as a leader in the fragrance subscription space, boasting over a million subscribers. The introduction of the John Wick Eau de Parfum is not just an innovative product; it leverages a beloved and iconic franchise to amplify brand loyalty and attract new customers. The collectibility factor adds another layer of appeal, tapping into the growing trend of fandom-driven consumption that blends lifestyle with entertainment.
From Lionsgate's perspective, this move diversifies its revenue streams beyond traditional media and enhances its global brand presence. By merging the worlds of fragrance and film, Lionsgate can capture the attention of the John Wick fanbase in a novel way, fostering emotional connections that digital and physical merchandise alone may not achieve.
Investors should closely monitor the rollout strategy, focusing on social media engagement and subscription metrics following the fragrance launch. The integrated marketing approach, including creator partnerships and experiential marketing, will likely generate significant buzz and drive peak subscription rates.
Overall, this collaboration highlights the importance of cross-industry partnerships that provide cultural relevance and consumer engagement. With both companies leveraging their unique strengths, this initiative could offer substantial financial returns. Investors should consider potential upticks in stock performance for Lionsgate (NYSE: LION) as they capitalize on their intellectual properties through innovative products in growing markets.
**MWN-AI Summary and Analysis is based on asking OpenAI to summarize and analyze this news release.
PR Newswire
NEW YORK, March 5, 2026 /PRNewswire/ -- Scentbird, the leading fragrance discovery platform, today announced a new collaboration with Lionsgate and the studio's iconic action franchise, John Wick, bringing the scent of the legendary Baba Yaga into the world of fragrance. Launching today, this official licensed collaboration builds on Scentbird-owned Drift's collaboration with the blockbuster franchise.
Facilitated by IMG Licensing, the collaboration centers around the John Wick Eau de Parfum, an exclusive fragrance designed as both a collectible drop and an exciting entry point for new Scentbird subscribers. The aromatic, woody blend opens with spiced lemon and a striking gunmetal accord, layered with clary sage and grounded in refined notes of cedarwood and amber bourbon, capturing the precision, intensity, and sophistication synonymous with John Wick.
"At Scentbird, we're always looking for ways to push fragrance beyond the bottle," says Elena Lécué, CMO at Scentbird. "John Wick is an iconic franchise with a deeply engaged global fan base, and this collaboration allows us to turn scent discovery into a true cultural moment. We're blending storytelling, collectibility, and community in a way that feels fresh, unexpected, and unmistakably Scentbird."
Debbie Olshan, Director of Consumer Products at Lionsgate, said, "Teaming up with Scentbird allows us to extend the world of John Wick beyond the screen and into fans' everyday rituals. This collaboration gives longtime fans and new audiences an immersive way to engage with the franchise."
With IP-led launches driving strong subscriber engagement and social performance for Scentbird, the platform continues to expand beyond traditional fragrance marketing into a model rooted in cultural relevance and fandom. By collaborating with iconic franchises, the brand creates limited, story-driven drops that generate excitement, deepen subscriber loyalty, and attract new audiences. The John Wick collaboration reinforces Scentbird's strategy of turning fragrance into a cultural experience that is supported by integrated storytelling across social, creators, PR, CRM, and owned channels.
The debut will be supported by a phased rollout designed to build from early awareness into a larger peak moment. The campaign will include social-first storytelling, creator partnerships, curated giftings, and a fully integrated on-site experience. The launch will also include an NYC wild postings street activation, designed to immerse fans, ignite social buzz, and drive subscriptions.
The John Wick Eau de Parfum will be available for a limited time through Scentbird via subscription and select à la carte formats.
For more information, visit: scentbird.com
About Scentbird
Scentbird is the leading fragrance subscription service with over 1 million subscribers, offering customers access to over 1,000 premium perfumes and colognes from the world's top fragrance houses. With its flexible monthly subscription model, Scentbird allows users to discover new scents at an affordable price, providing them with the opportunity to explore high-end fragrances and find their perfect match.
About Lionsgate - Global Products & Experiences
Lionsgate Global Products & Experiences is a division within Lionsgate (NYSE: LION), one of the world's leading standalone, pure-play content companies. By leveraging the studio's world-class portfolio of film and television brands and franchises, the division drives incremental revenue and builds consumer engagement via live shows and experiences, location-based entertainment destinations, games, physical and digital merchandise, and select strategic partnerships and investments.
The group has developed multiple stage productions – including La La Land and Dirty Dancing heading to Broadway, and The Hunger Games and Wonder – integrations with marquee games (Call of Duty, Dead By Daylight, Roblox, and Fortnite), and collaborations with best-in-class consumer products licensees (LEGO, American Classics, Hot Toys, Funko, and more). Attractions based on Lionsgate's top franchises The Hunger Games, John Wick, SAW and other iconic IP can be found at theme parks and destinations in Asia, the United States, United Kingdom, and the Middle East, with the JOHN WICK EXPERIENCE now open in Las Vegas.
SOURCE Scentbird
FAQ**
How does the collaboration between Scentbird and Lionsgate potentially impact the financial performance of Lionheart III Corp LION, given the popularity of the John Wick franchise?
What marketing strategies will Scentbird implement to maximize subscriber engagement for the John Wick Eau de Parfum, and how might this affect Lionheart III Corp LION's brand visibility?
Considering the integration of storytelling in this launch, how does Lionsgate envision this influencing the consumer perception of Lionheart III Corp LION as a brand in the fragrance market?
What metrics will be used to measure the success of the John Wick fragrance collaboration in relation to Lionheart III Corp LION’s broader consumer product initiatives?
**MWN-AI FAQ is based on asking OpenAI questions about Lionheart III Corp (NASDAQ: LION).
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