Crypto firm Binance has launched a perfume ahead of International Women’s Day that has not left it exactly smelling of roses.
It unveiled Crypto, its own luxury scent it says is all about “blending finance with fragrance” but it received a backlash online.
“Orchestrated by Binance’s female marketing leaders, this disruptive marketing campaign coincides with International Women’s Day, and is part of Binance’s broader efforts to bring more women into crypto and foster greater inclusivity in the space,” it boldly said in a statement.
The perfume is not for general sale but will be given away as part of a promotional campaign.
“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,” says Rachel Conlan, Chief Marketing Officer at Binance.
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
But the online community questioned the launch of a perfume, saying it played into gender stereotypes that women are only interested in material goods and their appearance.
“Break those glass ceilings, challenge existing narratives and become part of this digital transformation that’s set to redefine global finance,” Binance added.
And smell good too.
