My client Eaze, a cannabis delivery platform, launched an online marketplace for curated CBD beauty and wellness products called Eaze Wellness. This was Eaze’s first national expansion in a time when the CBD beauty trend was just taking off, and we wanted to take advantage of the growing conversation around the CBD industry.
My team at InkHouse faced the challenge of driving top-tier consumer media coverage and positioning Eaze Wellness as a lifestyle brand, in a time when cannabis was still controversial and gaining mainstream popularity (stores like Neiman Marcus and Barneys were just beginning to carry cannabis products). After building relationships with key business, beauty and wellness reporters, we secured coverage in national outlets like Fortune, Brit + Co and Women’s Health.
My favorite Eaze Wellness mention that I secured was a holiday gift guide roundup in NY Mag’s The Cut, “An Expert’s Guide to the Best CBD Products to Buy Your Friends This Year.” The placement resulted from a close relationship I’d developed with the writer, Charlotte Palermino, who also runs her own outlet Nice Paper. Love a fun gift guide – and this was especially important to the client, who wanted to target more high-end consumers.
