Binance Introduces Crypto Perfume in Unique Campaign Addressing Gender Imbalance in Crypto Sector
In a distinctive move aimed at attracting women to the world of cryptocurrency, Binance, the world’s largest exchange, has launched a fragrance named ‘Crypto.’ Released on International Women’s Day as part of a broader campaign, the perfume is intended to spark conversations and initiatives addressing the gender imbalance prevalent in the crypto sector.
The perfume, housed in an illustrious gold bottle, features a tagline that encapsulates its unique essence – “Fragrance meets Finance.” Although the Crypto perfume is not available for sale, Binance is offering sampling opportunities at pop-up stands in Bahrain.
As part of its campaign, Binance is encouraging women to enter the crypto space by rewarding the first 5,000 who complete a beginner crypto course on Binance Academy with $25 in Tether token vouchers. This initiative is a proactive step towards bridging the existing gender gap within the cryptocurrency industry.
Rachel Conlan, Chief Marketing Officer at Binance, emphasized the symbolic nature of the perfume, stating, “Bold, distinctive, and deliberately disruptive, ‘Crypto’ isn’t a scent we’re marketing – it’s a message to women that they have a significant role to play in the crypto revolution.”
The company shared a teaser video on its X handle, providing a glimpse of the ‘Eau De Binance’ perfume and showcasing the campaign’s execution in public spaces.
On a lighter note, Binance humorously described the perfume as a “luxurious fusion” of “exotic ingredients,” incorporating acronyms commonly used in the crypto sector, such as HODL, DYOR, YOLO, and LFG.
In terms of the perfume’s composition, reports suggest that it opens with refreshing notes of ozone, salt, and moss, transitioning into a luxurious blend of Oud, Mandarin, and precious woods for the heart notes. The base notes include Amber, Woody, and Musk, creating a warm, musky-sweet, and earthy aroma.
Despite this creative marketing approach, Binance is concurrently facing scrutiny on the business front. The exchange’s new CEO, Richard Teng, who took over in November 2023, has been summoned by Nigeria’s House of Representatives Committee on Financial Crimes amid suspicions of the exchange’s potential involvement in money laundering and terror financing. This development adds a layer of complexity to Binance’s ongoing efforts to navigate internal changes and maintain its position as a leading cryptocurrency exchange.
