‘Imagine the scent’: Binance Perfume Stunt mocked, condemned as sexist

An International Women's Day ad campaign aimed at women failed on Binance on Wednesday, with many in the crypto community scoffing at its interpretation, and others calling it silly and even joking. promiscuous

The campaign, which was teased yesterday and launched this morning by the crypto exchange's marketing team, focuses on a perfume named “CRYPTO” or “Eau de Binance.” The scent was created to bring many women in history Male dominance State of Digital Assets, according to a statement shared with the company Decrypt.

as if Video Shared on social media today, Binance employees offered perfume samples to women at an outdoor mall in Bahrain to spark a wider conversation about crypto and their interest in investing in digital assets.

Women interviewed in the video explained their desire to buy crypto with statements such as “women are more cautious” and “I'm excited, but also scared.”

Binance employees then informed the mall's customers that the first 5,000 women had completed a crypto beginner's course. Binance Academy Receive a voucher worth $25 USDT.

The backlash to the video on Twitter was swift and near universal.

“Shame on you, Binance,” wrote Barbara Mahe, co-founder of Paris. NFT factory“,To pretend that he cares about gender equality by creating an ad that is sexist on many levels.

Others posted, “Imagine getting old,” referring to a common Internet slang circulating on 4Chan to paraphrase a perfume designed to capture the (apparently) essence of crypto trading.

Some may find the ad out of touch with female psychology.

“We women are such mysterious creatures.” He joked Nixo.eth, Director General ETHStaker, in response to the “Eau de Binance” campaign. “What if we took pink Gucci bags as bait, and then we took busy women? [with] Big nets, and then tell them about CEX-DEX arbitrage?”

She then sarcastically suggested that Binance consider emblazoning tampons with the company's logo as a further inclusivity initiative.

Others, like Andreessen Horowitz general partner Ariana Simpson, simply scoffed at the ad as dumb and left it at that.

Many took to Twitter to point out that the “Eau de Binance” campaign is a broader issue in the company's culture — and that a more meaningful contribution to gender equality could start by hiring more women internally.

Binance's chief marketing officer, Rachel Conlan, disputed the campaign's intentions, and rejected arguments that its focus on perfume spoke to gender stereotypes.

“Our goal with the campaign was to spark a conversation about the gender gap in crypto and encourage more women to explore the space,” Conlan told Decrypt. “Not by marketing a perfume that is universal and used by all genders, but by being deliberately bold and intervening in our movement to send a message.”

Edited by Andrew Hayward.