Binance Launches Luxury Fragrance and Rewards Scheme to Encourage Women's Participation in Crypto
Summary:
Binance, a leading cryptocurrency exchange platform, has launched an inclusivity campaign, “Crypto is Yours'', with a luxury fragrance named CRYPTO aimed at encouraging more women to join the blockchain industry. The company is turning to the beauty advertising sector to disrupt the typical narrative within the crypto space. The Chief Marketing Officer at Binance, Rachel Conlan, invites women worldwide to engage in the digital shift reshaping global finance. As a part of the initiative, Binance is rewarding $25 in USDT to the first 5,000 women who complete one of their beginner crypto courses.
Popular digital assets platform Binance is making strides to invite more women into the blockchain industry with a unique approach combining luxury products and finance; they have released a high-end perfume named CRYPTO. On March 6, the leading women in Binance’s marketing team laid out their strategy to expand corporate inclusivity efforts, attempting to garner female interest with clever advertising centered around the sophisticated fragrance, coinciding with International Women's Day on March 8. The CRYPTO perfume first appeared as part of a stylish ad campaign for “Crypto is Yours,” Binance’s inclusivity initiative. Binance expressed that its marketing strategy borrows elements from beauty promotional norms, aiming to disrupt the typical narrative within the crypto world. Binance's Head of Marketing, Rachel Conlan, shared her personal experience in the cryptocurrency industry, noting the "priceless contributions" of women. Her message to women worldwide is not to remain on the sidelines, but to shatter barriers, challenge prevailing narratives, and be a part of the digital shift reshaping global finance. She emphasized that the perfume is not just an aroma, but a signal to women encouraging their active role in the crypto revolution. As part of this initiative, Binance aims to incentivize more women to delve into the cryptocurrency field. The company has announced a reward of $25 in USDT for the first 5,000 women who complete one of their beginner crypto courses. Binance stresses the universality of crypto and believes everyone deserves the opportunity to navigate this space. In connection with International Women’s Day in the previous year, Binance co-founder, He Yi, advised women entering this field to overlook gender and concentrate on mindset to prosper in Web3. Binance isn’t alone in its pursuit to engage more women in crypto in 2024. The digital currency exchange Bitget committed to grant $10 million to women-led Web3 start-ups on January 16 through its Blockchain4Her initiative, promoting gender diversity and inclusivity in the sector. Bitget’s research report on January 11 revealed that woman-led or woman-created start-ups received only around 6.43% of the total $27.85 billion Web3 VC funding from Q1 2022 to Q3 2023, amounting to $1.77 billion. Start-ups led by women constituted less than 9% of all new enterprises in this domain, underscoring the need for greater efforts from leading industry entities to foster female participation.
Published At
3/6/2024 5:00:00 PM
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