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United States Binance unveils CRYPTO fragrance to attract more women into blockchain and web3
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Binance, the blockchain ecosystem and crypto exchange giant, has unveiled a luxury perfume called CRYPTO in a bid to merge the worlds of finance and fragrance, according to Binance’s announcement today. Led by Binance’s female marketing executives, the launch is aimed at celebrating International Women’s Day this Friday. In addition, it is part of a larger initiative to increase female participation in the blockchain and web3 sectors.
There’s still not enough women in crypto.
We've launched our new fragrance ‘CRYPTO’ as a new way to open up conversations with the public on what needs to be done to bridge the gender gap.
Find out more ???? https://t.co/z2ICGrhSnC pic.twitter.com/LDTtLWME4o
— Binance (@binance) March 6, 2024
The CRYPTO fragrance was initially teased in high-end advertisements, sparking curiosity and challenging the traditional views associated with crypto. Binance has now escalated its efforts with a pop-up stand in a shopping mall, as revealed in a new video.
Rachel Conlan, Binance’s Chief Marketing Officer, said that CRYPTO communicates fragrance beyond scent.
“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,” said Conlan.
It’s a fragrance with a purpose: to encourage women to break barriers and be part of the digital economy, according to her.
“We’re here to tell women everywhere: Don’t be a bystander. Break those glass ceilings, challenge existing narratives and become part of this digital transformation that’s set to redefine global finance,” added Conlan.
As part of the campaign, Binance will reward each of the first 5,000 women who complete a beginner crypto course on Binance Academy with $25 in USDT token vouchers. The company also hosts local meetups and social media campaigns to spark conversations about women’s growing impact in crypto and how it can positively affect various aspects of their lives.
Gender imbalance has long been a topic of discussion in the crypto industry. According to GWI’s Digital 2024 Global Overview Report, women are still underrepresented in crypto investments compared to men.
“Crypto is universal — it’s about empowering all individuals. It’s time to ensure no woman is left behind in this financial revolution,” emphasized Conlan.
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