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As the crypto community rejoices at Bitcoin breaking its all-time high<\/a> on Tuesday, Binance<\/a> has the perfect gift to surprise that special HODL-er in your life. The world\u2019s largest and scandal-ridden crypto exchange today unveiled CRYPTO, <\/em>its own luxury scent \u201c<\/em>blending finance with fragrance,\u201d according to a statement.\u00a0<\/p>\n So what exactly does crypto smell like? Cynics might suggest it would evoke the sweat of a founder during an Securities and Exchange Commission investigation, but Binance insists it\u2019s nothing but \u201crefreshing notes of ozone, salt, and moss.\u201d\u00a0<\/p>\n baby what\u2019s wrong? you haven\u2019t touched your limited edition Binance \u201cCRYPTO\u201d perfume pic.twitter.com\/YEtUUQQW87<\/a><\/p>\n \u2014 Cynthia (@cynbahati) March 6, 2024<\/a><\/p><\/blockquote>\n <\/p>\n Binance has produced around 100 bottles of the perfume, but they aren\u2019t actually for sale, TechCrunch first reported<\/a>. Instead, pop-up stands in a Bahrain<\/a> shopping mall will share the fragrance.\u00a0<\/p>\n The notion that the definitive smell of crypto could be captured forever in an opulent bottle is deliberately absurdist, the company says, and a nod to an \u201cimagine the smell\u201d joke derived from a 4chan meme that has since been reclaimed by the crypto community.<\/p>\n \u201cThis seemingly playful move carries a deeper motive: direct engagement with the public on how crypto is perceived, along with an unconventional device to attract more women into this industry,\u201d Binance said in a statement.<\/p>\n Conceived by Binance\u2019s female marketing leaders, the perfume has been launched ahead of International Women\u2019s Day on March 8, in an effort to drive more women towards the space. The company is also offering the first 5,000 women who complete a beginner course on Binance Academy, $25 in USDT.<\/p>\n \u201cCRYPTO isn\u2019t a scent we\u2019re marketing \u2014 it\u2019s a message to women that they have a significant role to play in the crypto revolution,\u201d said Rachel Conlan, Chief Marketing Officer at Binance. \u201cCrypto is universal \u2014 it\u2019s about empowering all individuals. It\u2019s time to ensure no woman is left behind in this financial revolution.\u201d<\/p>\n Last year, less than a fifth of U.S. crypto holders were women, a number that has however risen to just under a third, according to a study by Security<\/a>. Meanwhile, less than 5% of crypto founders are female. <\/p>\n Binance says the campaign takes inspiration from beauty advertising tropes, subverting pre-conceived notions of who crypto is for.\u00a0However, when TechCrunch questioned Conlan on whether the campaign appeals to gendered stereotypes that women are only interested in feminized material goods, she defended the approach: \u201cThe last thing I\u2019d want for this is to be patronizing. What I want is to be tongue-in-cheek.\u201d<\/p>\n While the exchange may be launching the perfume in a spirit of fun, a few spritzes may not be enough to mask former CEO founder Changpeng Zhao upcoming sent<\/em>-encing that is slated for April 30 in Seattle. Prosecutors are seeking a prison term of at least 1.5 years for the Canadian national, who faces money-laundering charges and is currently free on a $175 million bond in the U.S.\u00a0<\/p>\n The perfume drop also follow news that Binance.US, the American arm of the exchange, \u201cimploded\u201d soon after the SEC hit Binance with a lawsuit<\/a> in June of last year, according to new court documents filed on Tuesday.<\/p>\n<\/div>\n\n\n