You know it: CBD beauty marketing is competitive.
We’ve all seen it, it’s a thing, especially in the beauty industry: big-name players with big budgets purposely confusing consumers with hemp seed oil to take advantage of the CBD beauty marketing trend. Except for one thing: hemp seed oil, while perfectly wonderful, does not contain CBD.
Want to know why this is so important? Check out Google Trends . CBD beauty & CBD skincare leads the pack, but hemp beauty is in the mix and gaining momentum.
Consumers are confused.
You can blunt this confusion with a couple of strategies that we think are really important for the cannabis beauty community to embrace.
Make CBD Your Lead Message
In ads, in content, in every interview, help consumers understand the differences between hemp and CBD. The benefit of this is two-fold. Certainly education, but if you’re smart (and we know you are,) it also gives you a talking point that leads to benefits without making claims. Use PR to illustrate the story, give the back ground of CBD and address the confusion head-on. Use marketing and branding to highlight CBD, which is increasingly accepted and the reason why beauty marketers are even embracing hemp again.
Incorporate Sourcing Into Your CBD Beauty Ingredients Messaging
Help consumers understand what they should be looking for in CBD beauty products. Explain over and over again in your PR and in your content that appropriately sourced CBD is important and provide ingredient information on your site. Consumers are conditioned to ask about sourcing more and more. Lead the CBD marketing pack by sharing sourcing details for your CBD.
P.S. did you know that products with ingredients listed sell better? Consumers increasingly care about what’s in their skin care products. Big skin care companies know this, that’s why they always feature particular ingredients. But since you’re competing with big budgets on this, go the extra mile and include all your ingredients along with a beautiful description of why they’re included. This strategy not only engenders consumer trust, it helps consumers understand what to look for when they want CBD beauty products.
Look For People Who Understand The Difference Between Hemp & CBD
When you’re looking for CBD marketing partners or CBD PR partners, make sure they know the differences between hemp and CBD. You’ll find yourself explaining it over and over again otherwise. And if your CBD marketing company or CBD PR firm can’t articulate the difference, how will they understand what makes your brand stand out against both hemp and other CBD beauty brands? As an industry, it’s important that we get our messages right and that we use our considerable opportunity to both educate and define our industry and the special nature of our plant.