The fragrance “CRYPTO” by Binance is said to smell like ozone, salt, and moss.
Binance, the largest crypto exchange in the world, has been facing significant challenges after pleading guilty to money laundering charges and agreeing to hefty fines. The company has seen a 75% decline in trading revenues and had to lay off two-thirds of its staff.
To mark International Women’s Day, Binance launched a bold campaign encouraging women to explore crypto through a unique approach involving fragrance. The goal was to be irreverent and engaging while breaking stereotypes about the industry’s exclusivity.
The “CRYPTO” scent, also known as “Eau de Binance,” features refreshing notes of ozone, salt, and moss along with a luxurious blend of Oud, Mandarin, and precious woods. The campaign aimed to challenge the perception of crypto as a male-dominated space by making it more welcoming and inclusive.
Despite the unconventional approach, some have criticized the campaign for potentially stereotyping women’s interests. However, Binance offered women the chance to sample the perfume at pop-ups in Dubai and incentivized learning about crypto with a $25 reward for completing a beginner course on Binance Academy.
While the campaign may seem satirical, Binance’s intention was to spark conversations and challenge existing norms in the crypto industry. The goal was to engage more women in finance and promote gender diversity within the sector.
Ultimately, the success of the campaign will depend on how it is perceived and whether it achieves its goal of encouraging women to explore and participate in the world of digital assets.
