Every year since 1975, March 8 is celebrated as International Women’s Day as declared by the United Nations. Binance, touted as the world’s largest exchange, has decided to attract potential female investors, entrepreneurs and developers through a new type of product – perfume. Binance has announced the launch of a fragrance called “Crypto”, specially selected for women and packaged in what looks like the famous golden bottle. The motto of this perfume is “Aroma meets finance”.

The exchange is launching this Crypto perfume as part of a new campaign. To address the gender imbalance currently prevalent in the crypto sector, Binance has decided to reward the first 5,000 women who complete a beginner crypto course at the Binance Academy with $25 (roughly Rs. 2,070) in the form of Tether token vouchers.

This perfume is not for sale but is available to sample from pop-up stalls in Bahrain. The exchange has placed stands of these perfumes in some public places to initiate conversations to discuss ways to close the gender gap in the crypto sector.

“Bold, distinctive and deliberately disruptive, ‘Crypto’ is not a fragrance we’re advertising – it’s a message to women that they have an important role to play in the crypto revolution,” reports The Drum cited Binance Chief Marketing Officer Rachel Conlan said.

Binance posted a one-minute video of X showing how the campaign is taking shape in public spaces.

Binance posted a teaser for this perfume via the X handle, showing what “Eau De Binance” looks like. In what seemed like a funny footnote, Binance said this perfume is a “luxurious fusion” of “exotic ingredients” including HODL, DYOR, YOLO and LFG – all commonly used acronyms in the crypto sector.

As for the original Crypto perfume fragrance, a TechCrunch report said: “This fragrance opens with refreshing notes of ozone, salt and moss, evoking the essence of a fresh and invigorating breeze. The heart notes reveal a luxurious combination of oud, mandarin and precious woods, while the base notes of amber, wood and musk provide a warm, musky-sweet and earthy fragrance that exudes sophistication.”

On the business front, Binance has undergone several internal changes. The exchange’s new CEO Richard Teng joined the company in November 2023 after its founder and former CEO Changpeng Zhao pleaded guilty in the US to violating money laundering laws. The Financial Crimes Committee of Nigeria’s House of Representatives this week reportedly summoned Teng on suspicions of the exchange’s potential involvement in money laundering and terrorist financing.

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