“Kidman will help the unit, Sera Labs, boost its multi-channel distribution efforts and sales of an anti-aging skincare line and for its pain relief body creams and serums.”
Cure Pharmaceutical Holding Corp
Academy Award-winning actress Nicole Kidman has signed up to promote cannabis-based products for U.S.-based Cure Pharmaceutical, the company said on Tuesday, the latest celebrity to endorse the plant for its therapeutic and pain relief related benefits, report Reuters.*
Kidman will help the unit, Sera Labs, boost its multi-channel distribution efforts and sales of an anti-aging skincare line and for its pain relief body creams and serums.*
The actress will also be “key in development” of three products the company will launch next year, Cure Pharmaceutical Holding Corp [CURR.PK] said.*
A non-psychoactive compound derived mainly from the hemp plant, cannabidiol, or CBD, is being researched for various medical applications and has found increased use in relaxatives and beauty products.*
Demand for CBD and other cannabis products has skyrocketed this year as the coronavirus pandemic kept people at home, limiting entertainment options and adding to stress.*
However, traditional advertising and marketing avenues remain off-limits due to tight restrictions on cannabis, and companies have partnered with celebrities to build their brands.*
Cronos Group Inc tapped actress and New York Times best-selling author Kristen Bell to launch ‘Happy Dance’, a CBD skincare brand in October.*
Celebrities have also jumped on the bandwagon. Rapper Jay-Z, lifestyle guru Martha Stewart and singer Willie Nelson are among celebrities who have partnered with or launched their own CBD product lines.*
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