Citrus sorbet or French-style confections with kumquat, huckleberry and Meyer lemon are some of the ways Martha Stewart fans can now consume CBD.
On September 10, the lifestyle guru launched her Martha Stewart CBD wellness line in partnership with Canada-based CBD company Canopy Growth Corporation. Sold online through Canopy’s site, the collection of flavored oils, softgels and gummies is very on-brand for Stewart. The products are inspired by French pâte de fruit as well as baked goods including blood-orange cheesecake, berries and cream tartlets. Stewart, at age 79, joins a growing number of CBD brands taking aim at the Boomer demographic.
“For Martha, I think one of the things she does for us most specifically, is give permission to people who are interested in the category, but also very intimidated,” said Sol Clahane, vp and U.S. managing director of Canopy Growth. The Martha Stewart branding helps to remove any stigma associated with CBD among older generations. She also conveys safety.
“With almost 3,000 [CBD] brands out there in the market, there’s a lot of bathtub concoctions that really give people pause,” said Clahane. “People trust Martha, and they trust her brand.”
Sales have “exceeded our expectations” since the launch, said Clahane, with Canopy having its largest sales day in the history of the company when a September 17 New York Times profile of Stewart’s lifestyle in quarantine while “ blissed out on CBD ” mentioning her brand went viral.
The brand’s target demographic of females between the ages of 45-65 encompasses both Boomers and Gen X, but Clahane noted that Stewart has been successful at resonating with a younger demographic in recent years, too.
“The fact of the matter is, she is probably one of the most iconic and hip people right now,” said Clahane. “Martha Stewart’s reach is way beyond her current targeted market description. I think she’s got great appeal.” This is thanks to a variety of factors, including her TV show “Martha & Snoop’s Potluck Dinner Party” with Snoop Dogg, who is credited with introducing her to Canopy in the first place. She has also had many viral social media moments over the years, with the most recent one in quarantine involving her “ thirst trap ” pool selfie. “She’s a rock star,” said Clahane.
Boomer interest in CBD is particularly on the rise, with a report by CBD Marketing finding in 2019 that Boomers post about CBD on social media just as often as millennials. Other celebrities in the demographic have also gotten on board with CBD. Willie Nelson and golf legend Greg Norman also have their own CBD brands, while Jane Fonda became a spokesperson for Uncle Bud’s in May. Stewart’s CBD brand joins a growing number of companies geared toward an affluent female demographic, as upscale CBD brands find a home on platforms like Fleur Marché, which sells products including gummies and skin care. Canopy also offers beauty products under its This Works brand in its portfolio. Martha Stewart CBD prices range from $35-$45 a bottle.
Surfside, a provider of advertising and data solutions focused on the cannabis industry, reports that the age group of 45-54 has the highest number of CBD consumers, followed by the 55-64 range. It also reported that a member of the 45+ age group is 39% more likely to be a CBD consumer than they were a year ago.
Martha Stewart’s lifestyle brand will be a significant platform for reaching this demographic, with plans to include CBD-focused lifestyle features such as recipes in her magazine. This is especially helpful as the older generation’s top social platform, Facebook, has regulations in place around advertising of CBD.
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Martha Stewart’s CBD Line Is Now Available At Vitamin Shoppe
If Martha Stewart’s CBD line has caught your attention among the exciting (if-saturated) cannabis market this year, you’ll be glad to know that they’ve found a totally accessible home with The Vitamin Shoppe and Super Supplements. The health and wellness retailer announced on Tuesday that they would be carrying Stewart’s CBD products online and in-stores at more than 580 of their “CBD HQ” locations.
“When I created this new line of CBD products, it was important that the assortment be delicious and elegant, but also affordable and accessible. I’m thrilled that our customers will now be able to shop our CBD collection at The Vitamin Shoppe and Super Supplements retail stores nationwide,” Martha Stewart said in a statement. “It is easier than ever to treat yourself and your loved ones to the wellness benefits of CBD and my new gummy sampler, inspired by flavors from my garden, makes the perfect holiday gift this season.”
Commenting on their status as the first national retailer to offer Stewart’s CBD products, The Vitamin Shoppe’s CEO Sharon Leite said “With her consummate vision and taste, Martha Stewart and her partner Canopy Growth have created a truly innovative product range that will resonate with our customers’ search for wellness solutions crafted with the highest levels of quality.”
And to celebrate the announcement, Vitamin Shoppe is offering 25 percent off online purchases of these products when you use the promo code MARTHA25 before December 30, 2020. Heck yeah.
Want to see what the line has to offer? Read on for a few of the products available and see if you don’t feel yourself loving a bit of CBD in your routine.
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