The cannabis beauty game was heating up.
Reaching consumer audiences became a priority for Eaze after hemp-derived CBD was legalized in the U.S. and Eaze expanded nationwide to offer CBD beauty and wellness products. What had started as a technology platform became a consumer brand, and beauty media outlets became increasingly important to target.
Glossy, a media outlet owned by Digiday, covers the intersection of technology, beauty, fashion and wellness. Naturally it’s one of my favorite outlets. I developed a great relationship with the editors, getting Eaze on their radar for their stories about the CBD market. When Eaze released data reporting new statistics on the increase in female consumers using CBD, Glossy featured the data in a story that captured the trend of CBD becoming mainstream: “Marijuana company Beboe launches a beauty brand.”