When considering CBD as an ingredient, one of the biggest challenges the beauty industry faces is the consumer’s misunderstanding of the differences between CBD, THC, hemp, and marijuana. Often these terms are conflated, which leads to inaccurate assumptions about beauty products containing CBD. To further complicate the matter, there are also different labels used for CBD items that are often ignored under the mistaken idea that all CBD products are the same. The Benchmarkinng Company commissioned an original research study to explore beauty buyer’s perceptions about CBD and CBD products, in addition to what products are already being purchased as well as what users would like to see on product labels. Educating your consumers is an important step with any new, groundbreaking market, and CBD products are no exception. The data we’ve compiled will help focus promotional efforts and strategies to communicate with your buyers successfully.
