Binance, the foremost blockchain ecosystem, has ventured into the beauty industry by introducing CRYPTO, its luxury new fragrance.
Driven by Binance’s female marketing leaders, the unexpected marketing maneuver coincides perfectly with International Women’s Day (March 8) as part of Binance’s broader mission to attract more women to invest in crypto and foster inclusivity within the industry.
Where does CRYPTO fit into Binance’s ecosystem?
The launch of the CRYPTO fragrance started with a series of ads designed to catch the public’s attention and act as a prelude to the campaign.
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This strategic move draws inspiration from the traditional aesthetics of beauty advertisements while also seeking to challenge stereotypes surrounding cryptocurrency.
Transitioning from teaser tactics, Binance unveiled a new showcasing yet another unconventional move: the establishment of a pop-up stand for their new product.
Of course, the seemingly lighthearted gesture comes with a deeper purpose, namely to engage with the public and employ innovative methods to attract more women to the field.
Rachel Conlan, Chief Marketing Officer at Binance, summarized the goal of the project, stating:
“Bold, distinctive, and deliberately disruptive, CRYPTO isn’t just a scent we’re promoting — it’s a call to women to recognize their pivotal role in the crypto revolution. Drawing from my own experiences in the crypto industry, I’ve witnessed firsthand the invaluable contributions of women who have ventured into this realm. We’re here to convey to women everywhere: Don’t stand on the sidelines. Break through those glass ceilings, challenge prevailing narratives, and become integral to this digital transformation that is poised to redefine global finance.”
— Rachel Conlan, Chief Marketing Officer at Binance
What else can the audience expect?
As an incentive, Binance will reward the first 5,000 women who successfully complete a beginner’s course in cryptocurrency on Binance Academy with $25 in USDT Token Vouchers.
In addition, Binance is organizing a series of local meetups, along with social media and user-generated content initiatives, as part of its International Women’s Day celebration.
The initiatives stand to encourage meaningful discussion about the significant role women play in the crypto sphere and raise awareness about cryptocurrency and the ways it can enrich various aspects of women’s lives.
Where do women stand in crypto?
According to the Digital 2024 Global Overview Report conducted by GWI, women’s participation in crypto investing continues to lag behind that of their male counterparts.
This gap is likely a symptom of gender imbalances in the financial sector, individual risk considerations, and the general perception of the crypto space as male-dominated.
Conlan further stated:
“Crypto is universal — it’s about empowering all individuals. It’s time to ensure no woman is left behind in this financial revolution. That is what we are committed to doing at Binance. Our commitment to inclusion extends beyond mere rhetoric; we’re not just talking the talk, but backing it up with solid action by providing women with the educational resources they need to shape their financial futures and become active participants in this digital economy.”
— Rachel Conlan, Chief Marketing Officer at Binance
This campaign underscores Binance’s commitment to diversifying the cryptocurrency landscape and supplementing its initiatives to support women globally.
