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Analytics and Insights platform Social Standards  released its  “2019 CBD Report,” which reviews how consumers engage with CBD online as well as correlating associated core traits and behaviours. 

The report sourced data from 195 million public Instagram posts from the U.S. accounts to review how references to CBD has increased across industries such as beauty, alcohol, food and beverage, and personal care. The report also commented on CBD’s ‘consumer retention;’ which focuses on month-over-month conversations mentioning CBD   

“Our data shows that CBD isn’t entirely a new thing — consumers have been talking about it on social media for years. In recent months we’ve seen conversation volume start to plateau, suggesting that CBD is no longer niche and is becoming mainstream,” said Devon Bergman, CEO & Co-Founder of Social Standards. 

“That said, CBD is a major opportunity for brands once regulatory concerns are resolved. Consumers are overwhelmingly looking for natural ways to address issues like anxiety and chronic pain and believe that CBD has real therapeutic potential.” 

Bergman also noted:  

  • Consumers in the beauty industry are particularly interested in CBD for skincare. Trends are moving towards consumers wanting sustainable and clean products that treat inflammation and other skin issues.
     
  • From a personal care perspective, consumers are keen to explore CBD for pain relief, with a focus on using it for post-workout muscle recovery.
     
  • In the FMCG sector, consumer needs focus on natural healing, but with a preference for selecting high quality products. CBD brands that focus on producing organic products are often favoured.  

 Encouragingly the report noted incredibly high consumer loyalty regarding the products they use, suggesting that people are experiencing real benefits from CBD, as opposed to merely jumping on the bandwagon of a fad.  

The value of incorporating CBD as part of a beauty regime comes from its anti-inflammatory and anti-oxidant qualities. Research suggests CBD triggers an increase in the production of Anandamide, which enhances the body’s ability to fight inflammation. In this context, CBD is useful to reduce the swelling and flare ups which are associated with Eczema, Psoriasis and other related dry skin conditions. CBD also has a soothing quality which helps to alleviate the painfulness which comes from the scratching and skin-breaking which often comes with Eczema.  

The 1998 National Institute of Mental Health Study found that CBD has anti-oxidant properties which were more powerful than those found in Vitamins A, C and E. As an anti-oxidant, it tackles free radicals and creates homeostasis within skin cells, which promotes faster self-healing and repair along with the prevention of collagen loss. As such, fine lines and wrinkles are tackled at a cellular level. Research also suggests that CBD may also aid in balancing and controlling sebum production in the skin, which serves to reduce oil and grease.  

As well as being rich vitamins A, D and E, CBD is also contains high levels of fatty acids, Omegas 3, 6 and 9, which enable the retention of water in the skin.  

Like many other beauty products, CBD compliments other skin care products. It is often combined with vitamins and minerals in order to boost its rejuvenating effects. 

For more information on why CBD is a beauty trend, check out our blog for more information or contact us at hello@serenityboxco.com