Binance cryptocurrency exchange unveiled its most recent initiative to encourage more women to embrace the crypto industry. Dubbed Crypto, it’s a luxury fragrance that fuses finance with high-end products.
In time for International Women’s Day on March 8, female marketing leaders at Binance declared on March 6 their intention to expand the company’s inclusiveness initiatives by launching a marketing campaign featuring luxury fragrances and targeting women.
Originally, a sequence of high-end advertisements featured the Crypto fragrance as a component of the organization’s inclusive initiative known as “Crypto is Yours.” Binance stated that the strategy challenges the “norm” of the cryptocurrency space while drawing “inspiration from the conventions of beauty advertising.”
Rachel Conlan, the chief marketing officer of Binance, stated that she has personally witnessed the “invaluable contributions” of women in the cryptocurrency industry due to her own experience.
“We’re here to tell women everywhere: Don’t be a bystander. Break those glass ceilings, challenge existing narratives and become part of this digital transformation that’s set to redefine global finance.”
She further explained that the fragrance conveys to women that “they possess a substantial responsibility in the cryptocurrency revolution.”
The “core component” of the initiative, according to Binance, is to encourage more women to enter the cryptocurrency industry. It also intends to award $25 in Tether USDT to the first 5,000 women who successfully complete one of their introductory cryptocurrency courses.
Conlan emphasized that participation in the crypto space should be accessible to all individuals, as it is a universal concept.
In 2023, before International Women’s Day, Cointelegraph interviewed He Yi, co-founder of Binance. In her capacity as a woman, she advised aspiring participants in the industry to “forget gender” and prioritize mindset to succeed in Web3.
In 2024, Binance is not the only cryptocurrency platform aiming to attract female users. The cryptocurrency exchange Bitget announced on January 16 its intention to donate $10 million to support women-led Web3 businesses as part of the Blockchain4Her initiative, which aims to foster gender inclusivity and diversity in the sector.
Bitget Research published a report on January 11 indicating that women-led or created firms received a mere $1.77 billion out of the total $27.85 billion in Web3 venture capital funding from the first quarter of 2022 to the third quarter of 2023, representing an approximate proportion of 6.43%.
Adopted by women The fact that Web3 startups constituted less than 9% of the total number of startups in the space is indicative of the endeavors of several prominent industry participants to promote female participation.
