CannabisNewsWire
Editorial Coverage: Companies with a presence in the CBD market
are seeing their profiles rise, thanks to growing media and
celebrity attention.
Wildflower Brands Inc. (CSE: SUN) (OTCQB: WLDFF)
(WLDFF
Profile) is one of the companies benefiting most from
this attention, with its products featured in Kim Kardashian’s baby
shower and the new Saks CBD store. Tilray Inc. (NASDAQ:
TLRY) has seen strong market coverage as its shares rose
following action to tackle product shortages in Canada.
Canopy Growth Corporation (NYSE: CGC) (TSX: WEED)
has fostered its public profile through efforts by the company’s
media-savvy co-CEO. Cronos Group Inc. (NASDAQ: CRON) (TSX:
CRON) drew attention as its share value rose with a large
external investment. Charlotte’s Web Holdings Inc. (OTCQX:
CWBHF) (CSE: CWEB) has been focusing on growing better
CBD-producing plants, work that has drawn attention to its VP of
cultivation.
- Kim Kardashian’s CBD-themed baby shower drew attention to the
range of relaxing CBD products.
- Other high-profile appearances are boosting upper-end CBD
brands.
- Broad media coverage is normalizing and drawing customers to
the sector.
To view an infographic of this editorial, click here.
CBD Whips Up Media Storm
Recent months have seen CBD in the media spotlight more than
ever before. The relaxing natural compound, derived from hemp and
cannabis plants but without the psychoactive qualities of THC, has
been grabbing attention across the internet and in print and
broadcast media. What was a fringe interest only a few years ago
has now grown into the subject of huge mainstream attention.
Some of the coverage comes in news and opinion pieces, where the
recent legalization of hemp in the United States has driven a surge
in interest. But with CBD products on sale in a growing number of
shops across a growing number of states, attention has also come
from fashion and lifestyle writers. Even celebrities are in on the
act, with CBD products appearing in the hands of the rich and
famous — a seemingly sure omen of popularity in the media age.
Garnering Celebrity Support
One of the brands that has benefited strongly from this flurry
of media attention is Wildflower Brands Inc. (CSE: SUN) (OTCQB:
WLDFF), a creator of health and wellness products.
Headquartered in Vancouver, British Columbia, Wildflower has
reached out of Canada and into the United States as North America
has become increasingly hospitable to CBD products. The company is
focused on building brands around plant-based products, appealing
to those looking for natural way to relax and be healthy.
CBD is an important part of Wildflower’s stable of brands. Its
Wildflower Wellness brand provides capsules, tinctures, vaporizing
liquid and other CBD-infused products, all designed to support
relaxation, health and wellness. With its combination of
effectiveness and natural products, the brand is, like many others
in the CBD sphere, designed to appeal to those looking to escape
the stresses of modern life.
That’s presumably how Wildflower products came to appear at Kim
Kardashian’s recent baby shower. Kardashian and her husband, Kanye
West, recently welcomed their fourth child — and second born by
surrogate. In preparation for the event, Kardashian threw an
extravagant and well-reported baby shower. To
help her guests escape the stresses of life and to prepare her
celebrate the “calm before the baby storm,” the celebrity themed
her baby shower around the relaxing power of CBD. The event
included such tranquil activities as massages, flower arranging and
mixing CBD oils to create personalize shower gifts.
As part of the event, Kardashian encouraged her guests to enjoy
a relaxing puff of CBD, and Wildflower’s vaporizing products were
on hand to provide this opportunity. A Wildflower vaporizer
appeared in pictures from the party, as celebrities made the most
of what CBD has to offer.
This isn’t the first time that Wildflower products have found
their way into celebrity hands. Wildflower goods were selected for
inclusion in the 2019 Four Seasons Hotel Hollywood
Swag Bags, given to nominees, presenters and actors staying at
the hotel for this year’s Oscars. With CBD becoming not just
acceptable but fashionable, Wildflower was a natural fit for a
hotel wanting to make a good impression on its celebrity
guests.
The image of CBD as a prestigious, high-profile consumer luxury
has been further reinforced by the creation of a CBD shop within the shop at Saks Fifth Avenue.
Directly connecting CBD with other high-end brands and the concept
of luxury shopping, this move firmly stakes out CBD’s place within
the luxury goods market. And once again, Wildflower is visible
among the products on display.
Media Eyes Up CBD
This move into the celebrity culture and the high-end shopping
market has come alongside growing media attention for CBD
brands.
The arrival in Los Angeles of prominent Long Island beauty
boutique Botanica Bazaar gave Vogue reason to cover a range of products including CBD tinctures. For
this part of the article, the magazine focused on Wildflower’s
products. The company’s strongest CBD remedies, its tinctures have
been designed to counter one of the big problems with cannabinoid
products — the sometimes unpleasant taste. Wildflower has tackled
this challenge by adding natural flavorings to create a product
that’s recognized for its flavor as well as its relaxing
qualities.
The Vogue piece garnered positive coverage for CBD in
general, with Botanica Bazaar’s owners talking about how the
pain-relieving power of these products had won a growing number of
loyal customers. The article also provided positive coverage for
Wildflower, with the writers noting that “Wildflower’s CBD
tinctures and vapes not only kill the aesthetics game, but also
taste good.”
Coverage of broader cannabis culture has brought CBD brands to
the attention of a receptive audience. When Vice presented
an article on the best female-owned
brands in the cannabis sector, the magazine included Wildflower
in a section on pain-relieving spa products. A pain-relief product
designed to tackle muscle, joint and back pain, the CBD+ Healing
Stick was recommended in the article as a useful cure for period
pain.
Buzzfeed went so far as to publish an article on why readers
should be buying CBD Christmas gifts for everyone, including
featuring recommendations for products their readers might want to
pick. These included a lip butter, truffles and CBD-infused
sparkling water, showing the wide range of options now available to
the CBD consumer.
Wildflower once again stole some of the limelight. The company’s
disposable CBD vaporizer pen proved too good a novelty to leave out
of the selection. All in all, the company has received mention in
more than 15 different articles and media pieces, touting
Wildflower products and singing the praises of CBD in general.
CBD’s Growing Press Presence
It seems like hemp and CBD can’t help but make news.
Canadian company Tilray Inc. (NASDAQ: TLRY), a
world leader in the field of cannabis and cannabinoids, hit the headlines in Investor’s Business Daily after
it announced its stock had jumped based on first-quarter sales.
Like many companies in Canada, Tilray has been struggling to meet
demand following the legalization of recreational cannabis.
However, the company has responded swiftly to the supply shortage,
investing $32.6 million to expand it
cultivation and manufacturing space by nearly 20%, a move that
should keep its profile high.
Another of the big cannabis companies, Canopy Growth
Corporation (NYSE: CGC) (TSX: WEED) has built up its
profile partly through the work of co-CEO Mark Zekulin. The more
outward-facing of the company’s two CEOs, Zekulin has courted
public attention through media appearances such as a recent interview with Market Watch. The fact that
Canopy Growth is one of the biggest cannabis companies in one of
the biggest cannabis markets doesn’t hurt either. This drew the
attention of drinks giant Constellation Brands, which invested
billions in the company with an eye to products such as CBD drinks;
the move made headlines across the business world. A push into the
United States with a new hemp-growing
facility in New York state has further raised the company’s
public profile.
Some of the media coverage around cannabis and CBD has an air of
incredulity to it. When Cronos Group Inc. (NASDAQ: CRON)
(TSX: CRON) saw its share price rise
despite first-quarter losses, it inevitably drew attention from
market commentators. An investment of C$2.4
billion from tobacco giant Altria is undoubtedly a major factor
in the company’s strong performance despite setbacks. Such
investments promise future developments, and market commentators
watch eagerly to see what will happen next.
Within the United States, CBD producer Charlotte’s Web
Holdings Inc. (OTC: CWBHF) (CSE: CWEB) has gained
attention as a business with an unpretentious brand and a strong
scientific grounding to its products. Using proprietary genetics,
the company is working to produce high-quality, low-cost hemp to
meet the demands of an increasingly large market. Charlotte’s Web
has also won attention for its vice president of cultivation, Jared
Stanley, who was recently featured in a list of the hundred most
influential figures in the cannabis industry.
As CBD’s cultural presence grows, companies with a strong media
presence and the attention of celebrities seem certain to
benefit.
For more information on Wildflower Brands, visit Wildflower
Brands Inc. (CSE: SUN) (OTCQB: WLDFF)
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