Binance made crypto perfume in a baffling attempt to woo women

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What does crypto smell like? Ozone, salt and moss, according to Binance’s new fragrance, “CRYPTO.”

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Meanwhile, Binance’s marketing department is tackling a different kind of problem (one that involves less risk of fraud). To celebrate International Women’s Day, Binance launched a splashy campaign to urge women to get into crypto through the power of… fragrance.

“I think the goal of this is to be irreverent, to be fun, to try to push boundaries,” Binance CMO Rachel Conlan told TechCrunch. “While there’s always some people that will be upset, we’re confident this is opening up the discussion in the right way, and furthermore, we had an all female team that worked on this.”

Binance teased the perfume on X yesterday and received hundreds of replies, many of which said the same thing: “imagine the smell.” The refrain is derived from a lewd 4chan meme, but like Pepe the Frog, the joke has been reappropriated among crypto evangelists.

The actual scent is described as follows: “This fragrance opens with refreshing notes of ozone, salt, and moss, evoking the essence of a crisp and invigorating breeze. The heart notes reveal a luxurious blend of Oud, Mandarin, and precious woods, while the base notes of Amber, Woody, and Musk provide a warm, musky-sweet, and earthy aroma, exuding sophistication.”

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Binance made about 100 bottles of the perfume, which isn’t actually for sale – instead, women can sample the scent at pop-ups at a mall in Bahrain. It seems like a stretch that getting a perfume sample of “CRYPTO” while shopping will change a woman’s mind about investing in digital assets. But Conlan argues that the activation is cheeky. The absurdity of the perfume is supposed to lure people in (“imagine the smell”), while the underlying promotion is that the first 5,000 women who complete a beginner course on Binance Academy will earn $25 in USDT.

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