CannabisNewsWire
Editorial Coverage: Growing media attention and celebrity
acceptance is fueling rising popularity of CBD.
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 salon. Aurora Cannabis Inc.
(NYSE: ACB) is working with the UFC (Ultimate Fighting
Championship) and its athletes in clinical studies involving pain
management, inflammation, injury, exercise recovery and mental
well-being. Green Thumb Industries Inc. (CSE: GTII) (OTCQX:
GTBIF) recently acquired Beboe, a luxury cannabis brand
founded in California. With this growing CBD popularity,
HEXO Corp. (NYSE American: HEXO) announced that it
has become the first cannabis company to join Food & Consumer
Products of Canada (FCPC), the largest voice of the Canadian food,
beverage and consumer products industry. And Aphria Inc.
(TSX: APHA) (NYSE: APHA) has been awarded a fifth lot for
the cultivation of medical cannabis in Germany as part of the
company’s previously
awarded license from the German Federal Institute for Drugs and
Medical Devices.
- Kim Kardashian’s CBD-themed baby shower splashed across
business wires, tabloids, and social media.
- High-profile appearances and placement are boosting upper-end
CBD brands.
- Broad media coverage is normalizing and drawing ever more
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 unceasing mainstream
attention.
Some of the coverage comes from news reports and opinion pieces,
while the recent legalization of hemp in the United States has
sparked interest from virtually every sector of society. With CBD
products now on sale in a growing number of shops across a growing
number of states, attention has also come from social media
influencers, fashionistas and lifestyle writers. Even celebrities
and athletes are in on the act, with CBD products appearing in the
hands of the rich and famous — a sure signal of widespread
popularity in the media age.
Garnering Celebrity Support
One of the brands reaping the benefits from this flurry of media
attention is Wildflower
Brands Inc. (CSE: SUN) (OTCQB: WLDFF), a premier
creator and marketer of plant-based health and wellness products.
Headquartered in Vancouver, British Columbia, Wildflower has
rapidly expanded its footprint out of Canada and into the United
States as the country 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
relieve pain, 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 unique combination of
high-quality, effective natural products, the brand is designed to
appeal to those looking to escape the stresses of modern life and
has been embraced by consumers through North America.
Little wonder Wildflower products showed up 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 guests relax and prepare to celebrate the “calm before the
baby storm,” the Keeping Up with The Kardashians star
threw a CBD-themed baby shower, featuring a DIY makeup station and
a group session sound bath. 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 Wildflower’s vaporized CBD products. A
Wildflower vaporizer was featured 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 cachet of CBD as a prestigious, high-profile consumer
product has been further reinforced by the creation of a CBD salon within the shop at Saks Fifth Avenue.
Directly connecting CBD with other high-end brands and the concept
of luxury shopping firmly stakes out CBD’s place within the luxury
goods market. And once again, Wildflower has garnered high-profile
visibility among the products on display.
Media Eyes Up CBD
This move into 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 even
more 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 menstrual
pain.
Buzzfeed went so far as to publish an article on why readers
should be buying CBD Christmas gifts for everyone, including
featured 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 the limelight. The company’s
disposable CBD vaporizer pen proved to be just too good to leave
out of the recommendations. All in all, the company has received
mention in more than 15 different articles and media pieces,
touting Wildflower and singing the praises of their CBD
products.
CBD’s Growing Press Presence
It seems like hemp and CBD can’t help but make news. And other
companies besides Wildflower are enjoying the media attention.
Aurora Cannabis Inc. (NYSE: ACB) has begun an
exclusive, multiyear, multimillion dollar, global partnership with UFC to advance CBD research.
The Edmonton-based cannabis producer said it will work with the
fight league’s athletes to study the effectiveness of the plant in
treating pain management, inflammation, injury, exercise recovery,
and mental well-being. “This global partnership places focus
squarely on the health and well-being of UFC's talented and highly
trained athletes,” said Aurora CEO Terry Booth. “The Aurora-UFC
research partnership creates a global platform to launch targeted
educational and awareness campaigns, while creating numerous
opportunities to accelerate our global CBD business.”
With its acquisition of
Beboe, Green Thumb Industries Inc. (CSE: GTII) (OTCQX:
GTBIF) gains geographic exposure to the California and
Colorado markets, as well as a high-end luxury brand to fill out
its brand portfolio. Beboe was founded by fashion executive Clement
Kwan and celebrity tattoo artist Scott Campbell and has been dubbed
the "Hermes of marijuana" by The New York Times. Beboe
products, which include rose-gold vaporizer pens, edibles, and
CBD-infused drinks, have already earned their way into 125 retail
locations in California and Colorado, and the company had already
signed a deal with luxury department store Barney's New York to
open a luxury store called the High End, which opened on the fifth
floor of Barney's flagship Beverly Hills store in late March.
As the first cannabis company to join FCPC, HEXO Corp.
(NYSE American: HEXO) continues on its journey to bring
its brand value, cannabinoid isolation technology, licensed
infrastructure and regulatory expertise to established companies.
“HEXO is thrilled to be the first cannabis company to join the Food
& Consumer Products of Canada, an established and industry
leading association in the consumer-packaged goods space,” said HEXO co-founder and CEO Sébastien St. Louis. “We
look forward to working with FCPC and all their members to forge
new relationships and potential partnerships. It is an exciting
time to be in the ever-evolving cannabis industry.”
Aphria Inc. (TSX: APHA) (NYSE: APHA) was
provisionally awarded the fifth cultivation lot in Germany through
its subsidiary, Aphria Deutschland GmbH, or Aphria Germany. The lot
was secured following a review by a German court, which affirmed
the BfArM’s decision. Aphria Germany has now won the maximum output
from the German tender process — a total of five
lots — and is the only licensed producer in Germany with
permission to grow all three strains of medical cannabis approved
by the BfArM.
As CBD’s cultural presence grows, companies with a strong media
presence and the attention of celebrities and athletes seem certain
to benefit.
For more information on Wildflower Brands, visit Wildflower
Brands Inc. (CSE: SUN) (OTCQB: WLDFF)
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