Forte Femme

Kazakhstan is a region where women are traditionally expected to play the archetypal role of stay-at-home mothers. Discussing women’s rights is deemed inappropriate in Kazakhstani society, as is a woman’s desire to study or work. It is considered unacceptable to invite a woman to a business negotiation or shake a woman’s hand at the end of it.

Yet, according to the statistics, women account for 39% of Kazakhstan’s GDP, they operate 41% of small and medium-sized businesses and 50% of the country’s sole proprietors are female.

ForteBank, a local bank encouraging female businesses with special support programs, wanted to change the public opinion, inspire women to start and develop their own businesses and prominent female entrepreneurs throughout the country.

ForteBank, a Kazakhstani bank encouraging female businesses with special support programs, wanted to change the public opinion, inspire women to start and develop their own businesses and prominent female entrepreneurs throughout the country.

A week before International Women’s Day, a huge number of bloggers, journalists and ordinary people noticed that money started to have a nice smell. And then the bank revealed Forte Femme perfume and, together with thousands of businesswomen, daubed all money circulating in their businesses with it. Female entrepreneurs received a gift from the bank – perfume sets with the essence, scented cash register tape and “Woman entrepreneur” stickers. On TV and Radio, famous female entrepreneurs of Kazakhstan unveiled what the scent stands for: respect, overcoming, success, confidence, achievements and victories of businesswomen.

Forte Femme has become social media phenomenon in Kazakhstan.

The whole country has started to literally feel the women’s contribution to its’ future and development.

Many businesspersons have spontaneously joined the promotion thus raising the topic of women’s role in Kazakhstan for public discussion.

The last 5 bottles of the perfume were sold at the auction. The money was channeled to female entrepreneurship support funds.