The largest cryptocurrency exchange, Binance, which has recently faced serious problems (investigations, layoffs, etc.), decided to launch a “cryptocurrency-smelling” perfume for International Women’s Day. The purpose of creating the original composition of CRYPTO aromas is to attract women to invest in cryptocurrencies.
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What does cryptocurrency smell like? Ozone, salt and moss, if you “disassemble” the new scent of Binance CRYPTO, writes TechCrunch. In response to the publication’s request, the exchange’s marketing department explains why it came up with such a campaign for the holidays:
“I think the point of all this is to have fun, be rebellious, and try to push the boundaries,” says Binance CEO Rachel Conlan. “There will always be dissatisfied people, but we are sure that this is a reason to start the debate in the right direction, and we also have an all-female team that worked on the project.”
In Eau de Binance (an alternative name for the fragrance), the aforementioned ozone, salt and moss are revealed through a “luxurious combination” of mandarin, precious woods, amber and musk, resulting in a ” warm, musky, sweet and earthy aroma.” that exudes sophistication.”
Binance has released around 100 bottles of perfume that will not go on general sale. Women will be able to try the fragrance at pop-ups (special mobile displays) in a shopping center in Bahrain. Information about the exchange’s services and its courses for novice investors, Binance Academy, will also be published there.
The goal of the campaign is to attract a female audience to the cryptocurrency market. But experts believe that this message is not so easy to read, and the campaign itself can be perceived in two ways, because the use of eau de toilette in advertising is another stereotype about women (supposedly they are only interested in hyper-feminized things) . perfumes, shopping, etc., and only they can help the fair sex overcome sexism in the cryptosphere).
“The company strongly believes that focusing on women will improve the industry,” Conlan said. “The more women we involve in professional work in this field, the more products will be developed with the interests of men and women in mind.”
Author:
Ekaterina Alipova
Source: RB
I am a professional journalist and content creator with extensive experience writing for news websites. I currently work as an author at Gadget Onus, where I specialize in covering hot news topics. My written pieces have been published on some of the biggest media outlets around the world, including The Guardian and BBC News.
