CBD products are finding a robust market among yoga moms, career women with boho-chic sensibilities, and social media lifestyle mavens alike. These are busy women with the means to incorporate wellness and lifestyle elements into their daily routines that might have once been the exclusive purview of L.A. celebs or NYC fashionistas. Their purchasing power is real, their willingness to put money down on the latest trend to achieve inner peace and outer glow bottomless, and the lengths to which manufacturers are willing to go to win their business boundless.
CBD Workout Gear
Behold athleisure company Acabada, which markets active lifestyle clothing similar to that sold by Lululemon (NYSE: LULU) and Kate Hudson’s Fabletics line. Acabada is the first brand to offer workout wear laced with CBD oil. At $160 for a pair of leggings, the company’s claim that this line decreases soreness and shortens workout recovery time bets hard on the dedication of women in their late twenties to mid-forties to optimal health in a booty-boosting package.
An article by Rochelle Bilow on Wanderlust.com (a website popular with both aspirational yoginis and those already at the leading edge of wellness trends) proposes that CBD is the perfect way to take your yoga “to an entirely new level of chill”. According to Bilow, CBD is a shortcut to the “zen mind” that is the golden goal of yoga practice.
Christine Yi (who was profiled by marie claire magazine as one of fifteen women to watch in the CBD industry) is co-founder of Potli, a company that focuses on CBD-infused food and cooking essentials. She conceptualizes her business as one that creates “ingredients for the elevated life.” The concept of “the elevated life” aptly defines the CBD promise to the same affluent women, median age 34, who follow goop, Gwyneth Paltrow’s popular lifestyle brand. Prone to jumping on the latest trend to offer a make-up free glow, fit body, and buddha mind, this population will happily plonk down $55 for a Lavender Sleep Mask from Kana Beauty for an “elevated” sleep experience.
According to a Gallup poll conducted in August of this year, the top three reasons that Americans use CBD products are pain, anxiety, and sleep. In a study conducted by the National Institute of Health Research in the UK, it was found that women are twice as likely to be affected by anxiety as men while The National Sleep Foundation claims that not only are women more likely to have sleep disorders than men, but also more likely to experience nighttime pain.
These statistics suggest that it is not just slick marketing that is driving the charcoal lemonade-sipping, Gwyneth glow-seeking crowd to the marketplace in search of the next best thing in CBD (Votary Super Seed Facial Oil anyone? A bargain at $110!). However, when it comes to finding ways to lure women with a wellness bent to open their wallets and minds to the benefits of CBD, Madison Avenue seems to understand that it’s the promise as much as the product that matters.