Cannabidiol - aka CBD - beauty products have just arrived in the UK amidst a surge of hype from the US. And yes, Gwyneth Paltrow is leading the charge. Tinctures, ointments and vaping oils are popping up everywhere; and the supposedly magical properties of CBD are being openly debated and discussed.
Holland & Barrett is at the forefront of this trend in clean beauty and is the first high street retailer to launch its own CBD range including face creams, serums and muscle relief. The opportunity is twofold: firstly, to drive traffic in store and online; secondly, to use the development of the new range to help build a more modern and progressive image for the brand, whilst reinforcing its natural roots.
The focus of the advertising was simple: let’s ride the hype, and announce that CBD is now at H&B.