For the cosmetic industry, social media is a free way to market products and grow a business. However beauty companies with CBD-derived products are now finding a new, unique challenge with marketing. Turns out, not all platforms have been legalized.

It’s common knowledge that more states are legalizing marijuana and cannabidiol (CBD) products. The real challenge though comes from Facebook and Google, a major ad resource for companies. Both tech-giants don’t allow any form of CBD or hemp products to be formally advertised to the public. So how has the beauty trend been able to takeoff without the backing of paid advertisements?

Here are 4 ways companies are innovating the way they reach their customers:

1. Creating Video:

Now we’re not saying CBD videos can get around a platform’s social terms, but creating informational content is an important part of connecting with your audience. Because you’re selling products that are considered taboo in the beauty industry, creating informational videos explaining the benefits of CBD or hemp seed oil will go a long way in building trust between you and your customer. From personal testimonials and photos to quick product shots with text overlays, you can build your brand’s voice and authority in the industry. 

2. Use Influencers:

It’s no secret that influencer marketing has taken off in the beauty world. However, this has become even more crucial in marketing CBD beauty. Having influencers talk about your products and share their experiences will go a long way in building your brand’s reputation. Companies like Milk Makeup and Herbivore have created relationships with multiple influencers, for which they send product to, communicate on socials with and even answer the questions of their followers.

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A post shared by Go-To (@gotoskincare) on Apr 15, 2019 at 2:00am PDT

3. Content, Content, Content:

Although you most likely won’t be getting Instagram ads approved any time soon, creating content for socials will be significant to keep your brand relevant and up to date. Create a social grid with a variety of photos, videos, GIFs and more. It’s still unclear about Instagram’s terms of service, as state and federal regulation of any CBD or “weed” focused imagery tend to disagree with one another. The best practice beauty brands have found when marketing CBD beauty is creating images without directly referencing the sell of marijuana or CBD. It’s best practice to not include any glaring images of the plant and usage of it. Focus on the skincare, it’s benefits and the packaging and you should be ready to post. Don’t forget to always read the service agreements to avoid legal trouble or your page being banned.

 

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A post shared by Milk Makeup (@milkmakeup) on May 11, 2019 at 9:31am PDT

4. Connect and Be Real: 

The 2018 Farm Bill allowed farmers to grow CBD freely in the U.S. but the US Department of Health and Human Services or the FDA has yet to create federal regulations on how its grown. This could put into question the safety and authenticity of your CBD products so make sure to always source where your products are coming from and connect with your customer base on how they are made. Responding to comments, direct messages and emails with a clear story will go far in creating a reputable brand and marketing CBD beauty. Twitter even found that brands who directly connect with its customers are willing to spend 20% more than those who don’t hear from a brand.

On the greener side of things, indie brands already have a strong, loyal fan base with hemp and CBD skincare and cosmetics. The challenge comes with making your brand stand out without traditional advertising. Use the trend to your advantage when marketing CBD beauty. Create strong visual content for social platforms, keep in constant touch with your customer base and don’t forget to always read the fine print when posting.