1 Million Black launches on a claim: more than 48 hours of staying power. In a fragrance category where every launch looks the same, telling an Australian audience the scent lasts was never going to land. They had to feel it.
We built a night long enough to prove it. A one-off, invitation-only takeover of Number 10 in Rushcutters Bay, staged as one continuous arc rather than a run sheet of moments.
The night landed across GQ Australia, Elle Australia, RUSSH, Man of Many and Boss Hunting, all leading with the staying-power story. Across the event, the fragrance coverage that followed and paid content, the launch generated 262 hits, 15.4M reach and $1.4M in earned media value.
On Thursday 20 August, Rabanne took over Number 10 in Rushcutters Bay for one night to launch 1 Million Black in Australia. Phoebe Wolfe’s campaign film set the visual world across space. Improv collective Sultry & Sample opened the room, R&B artist Pania performed from the top of the bar, and Tyde Levi closed the night on decks.
A single-night, invitation-only takeover of Number 10 in Rushcutters Bay. We converted the raw Number 10 space into a high-energy warehouse party, complete with live music, immersive lighting, haze, and the exclusive film projection premiere of the Rabanne “Heist” video.
The event blended rugged street culture with vintage charm:
An unforgettable fusion of street style, cinema, music, and brand immersion.
Phoebe Wolfe’s campaign film projected across the space set the visual world. Improv collective Sultry & Sample opened. R&B artist Pania performed from the top of the bar. Tyde Levi closed on decks.
An invitation-only room of talent, creators and press, including Charlee Fraser, Diana Avel, Roxie Mohebbi, Jessica Picton-Warlow, Mariangel Ballestas and Janitha Perera.
The night landed across GQ Australia, Elle Australia, RUSSH, Man of Many and Boss Hunting. RUSSH ran it as a full photo feature. Boss Hunting led with the line the whole strategy was built to earn: a fragrance that outlasts the night.
1 Million Black is the newest chapter of Rabanne’s Million franchise. Pineapple, cardamom, vanilla and ebony wood, engineered to hold for more than 48 hours.