The Problem With Marketing Cannabis Beauty

In the cannabis beauty and wellness space, two distinct marketing camps have emerged. One, championed by mostly California-based companies centered around the medicinal benefits of cannabidiol — CBD — is loudly beating the education drum. The other, comprised of brands looking to capitalize on drastic increases in consumer interest around cannabis products, focuses on marketing hemp seed oil, which most are calling cannabis sativa seed oil and has no CBD in it. The problem, according to those in camp CBD and general marketing experts, is the risk of consumer confusion by using the term ‘cannabis sativa’ instead of hemp. And in an age where consumers can un-confuse themselves with enough Internet research, that risk morphs into the possibility of losing those customers outright. Josie Maran Skin Dope  “[Hemp] is an old thing. It’s been around for decades. It doesn’t seem like a new ingredient,” said Cecilia Gates, chief executive officer of Gates Creative. Gates worked with Josie Maran on her Skin Dope line, which uses the term hemp seed oil in a product name, and “cannabis sativa (hemp) seed oil” on the ingredient list. The line also contains an oil that does contain CBD, and offers a side-by-side hemp seed oil versus CBD oil

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