Mar 26, 2020

Advertising Your CBD Skin Care Line: What Should Retailers Know?

Cannabidiol, or CBD, is among the most profitable product categories in the United States. Because the trend is expected to continue, retailers thinking about adding a CBD skin care line are making a smart move for their business. 

In our last article about CBD beauty products, we focused mainly on what cannabidiol is, how it supports healthy skin, and what retailers should know about selling CBD items in store or online.

But what about when it comes to advertising your new CBD skin care line? What do major paid ad platforms have to say about marketing your CBD-infused products? And are there ways to market your CBD products successfully, despite restrictions?

The short answer is yes. 

Google Ads and Facebook Ads.

It seems the times are changing, and major players like Google and Facebook are starting to see the writing on the wall. This is great news for CBD retailers. 

Fueled by high consumer demand, the CBD industry is experiencing fast and furious growth. As a result, it looks like both Google and Facebook/Instagram are starting to relax their (once strictly prohibitive) advertising policies with regard to cannabidiol. 

According to a recent Digiday article, Facebook Ads users are now allowed to run ads for “topical hemp.” And, though the ads are prohibited from featuring “ingestible hemp” or “topical CBD,” they can link to landing pages that feature those products. (Note that any ads or landing pages for “ingestible CBD” are still prohibited.)

This applies to your ad imagery and your product image text as well; if you are using Facebook Ads, including retargeting ads, it’s wise to remove any mention of “CBD” and replace it with “hemp.”

Taking things a bit more slowly, Google has launched a trial program to test the waters of CBD advertising on its Google Ads platform—despite the fact that their existing advertising policies still include CBD in their “unapproved pharmaceuticals and supplements” list.

So far, a select group of CBD retailers has been asked by Google to participate in the program, which will allow them to begin marketing their CBD products using Google Ads. However, like Facebook, Google still prohibits use of the term “CBD,” but “full-spectrum hemp” has been given a thumbs-up.  

Search Engine Optimization

Are there other ways to market CBD products online? Yes, and search engine optimization (SEO) is a big one.

Unlike pay-per-click (PPC) advertising, SEO involves optimizing your website content to boost organic search results. This is done by improving the overall content quality and by using top-performing keywords and key phrases to ensure your content gets the most views. 

If you don’t feel comfortable going it alone, you can always hire an SEO expert to help. The cost should pay off in the long run when your site ranks higher and more potential customers are able to view (and purchase) your products. 

You can read more about the benefits of SEO for CBD advertising here

Affiliate Marketing

Affiliate marketing is another great way to generate interest in your products and ultimately drive sales. 

An affiliate, in this case, is an individual or a company that helps to get the word out about the products you sell and how they can benefit potential buyers. Then, when a product is sold as the result of affiliate marketing, the affiliate gets a small portion of the sale. 

Because affiliates typically have a very specific customer base (for example, people interested in high-quality CBD products) their promotions generally result in sales. 

Check out this list of the Best CBD Affiliate Programs to Join in 2020

Influencer Marketing

Who knew social media influencers would come to play such a critical role in product advertising? Smart retailers, that’s who.

Considering that 3.8 billion people worldwide use social media, more and more CBD retailers are starting to use influencer marketing to their advantage. 

First, you’re expanding your reach, since most established influencers have a significant following. Second, you’re able to sidestep many CBD advertising restrictions still in place on paid ad platforms. And third, influencer marketing helps to build trust in your brand. 

For more information, check out our blog, How to Grow Your Brand with Influencer Marketing.

New to the CBD trend? Launch your branded CBD skin care line with Onoxa.

If you are a spa, salon, or boutique owner interested in expanding your branded skin care line to include CBD products, consider partnering with Onoxa. 

As the first-ever online platform for private-label skin care and beauty products, we understand the importance of staying on top of industry trends like cannabidiol. In fact, we recently introduced four new CBD-infused skin care formulas, each made with 300 mg of CBD isolate and zero THC, to our lineup of high-end beauty products:

Onoxa’s Farm to Label CBD compliance program ensures all of our U.S. farms comply with state and federal guidelines for growing and extracting hemp-derived CBD. In addition, all products are third-party tested to ensure purity, potency, and safety, and each includes a CoA to demonstrate quality and efficacy.

Call Onoxa today at 888.688.2991 or email us at [email protected]