Industry Spotlight: CBD PR

This week, BLND is focusing on the topic of CBD PR. First things first: CBD will not get you high. However, because CBD is the non-psychoactive component of cannabis, you receive many of the benefits of cannabis sans the “high” sensation. Combine the benefits with great product packaging and a cult following and you’ll find a fantastic, untapped segment of the beauty industry.

Any beauty public relations agency should be considering CBD PR. We should be sourcing clients that are paving a path in this segment of the industry. Despite the holdout on reputable studies and claims about CBD beauty products, consumers are still eager to test and try out them out. Here’s why jumping on the cannabidiol train is entirely worth it:

The CBD Industry is Lucrative

If convenience stores like CVS and Rite Aid are supporting the industry, that should tell you everything you need to know about the profitability. The CBD market alone is predicted to hit $22 billion by 2022. Not only is there money behind the plant, but there’s plenty of variety in the product breadth, too. From lotions to balms to vitamins, a beauty public relations agency is guaranteed to find a fit.

Public Relations is for the People

The bad news is cannabis and cannabis-related products are still classified as a Schedule I drug under the federal government. This means doing CBD PR and getting the word out about these beauty products is tricky. But, this is where the opportunity arises for many entrepreneurs in the cannabis industry. Building awareness, normalizing products and connecting them to the public is a fundamental component of public relations. By normalizing the concept of natural, organic and beneficial, beauty public relations agencies are on the front lines of legalization.

Going Green

Above all, CBD is a natural, plant-derived ingredient. Many CBD-based products (and companies) follow a natural ingredient list. Not only are consumers supporting this, but it’s also altering business practices across the beauty industry. A culture around sustainability is driving consumers to purchase products that align with their needs and values and businesses are taking notice.

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