"A very interesting action, but that's why Binance should sell that luxury fragrance, right?"
In an effort to encourage more women to join the world of digital assets, cryptocurrency exchange giant Binance is quick to combine luxury goods with finance through its new luxury fragrance called Crypto.
On March 6, 2024, Binance's female marketing leader announced her attempt to expand Binance's efforts to focus on attracting women, so the marketing campaign stars a luxury fragrance just in time for International Women's Day on March 8.
The Crypto fragrance was initially part of a series of high-end ads for Binance's “Crypto is Yours” campaign, but the strategy drew inspiration from beauty advertising conventions while challenging the norms of the digital asset space.
Based on her own experience in the crypto market, Rachel Conlan who is the chief marketing officer of Binance has seen the invaluable contribution of women first hand, so women need to be part of the digital transformation that is ready to redefine global finance.
He added that it is not just a smell but wants women to realize that they have a very important role to play in the crypto revolution that is already growing rapidly.
In addition to encouraging more women to explore the crypto industry, Binance said the initiative also aims to reward the first 5,000 women who complete one of their beginner crypto courses with $25 in Tether (USDT).
Binance is not the only crypto exchange looking to cater to the female demographic in 2024 following Bitget on January 16 allocating $10 million to be used towards female-led Web3 startups through Blockchain4Her.
