Ever wondered what cryptocurrency smells like? According to Binance’s latest fragrance, “CRYPTO,” it’s a blend of ozone, salt, and moss.

Despite being the world’s largest crypto exchange, Binance has faced significant challenges, including legal issues and financial setbacks. However, their marketing team is taking a different approach by launching a fragrance campaign aimed at encouraging women to enter the crypto space.

The idea behind the campaign is to be playful and push boundaries while promoting inclusivity. Binance’s CMO, Rachel Conlan, explains that the goal is to break away from stereotypes and make the crypto industry more welcoming. The perfume, described as having refreshing top notes and a warm, musky base, is meant to challenge perceptions of the crypto world.

While some may find the campaign amusing, others question its effectiveness and whether it reinforces stereotypes about women’s interests. Conlan insists that the campaign is intended to be tongue-in-cheek and draw attention to the issue of gender diversity in crypto. The promotion includes offering perfume samples at pop-up events in Dubai and rewarding women who complete a beginner course with $25 in USDT.

Despite the mixed reactions, Conlan emphasizes that Binance is committed to fostering gender diversity in the industry. While a perfume may not solve all the challenges women face in tech, it’s part of a larger effort to create a more inclusive environment.

Ultimately, the success of the campaign depends on how it’s perceived and whether it helps break down barriers for women in crypto. As Conlan puts it, the goal is to evoke emotions and encourage more women to take their first step into the world of cryptocurrency.