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Mood-enhancing, functional fragrances that contain CBD are at the intersection of consumer desire for products that claim to treat sleep, stress or anxiety

An emerging segment within the USD47.5 billion global fragrance market, functional fragrances incorporate essential oils, rather than synthetic chemicals, in order to alter users’ moods. Rather than simply smelling good, functional fragrances are positioned to enhance sleep and boost energy, using scent as a way to alter users’ emotional states.

About 50% of global respondents in a Euromonitor survey are looking for new solutions to treat sleeping problems, an issue that Generation Z, Millennials, Generation X and Baby Boomers are almost evenly interested in for new treatment solutions in 2019. About 48% of global consumers in 2019 are looking for new solutions to treat stress and anxiety, an issue that Millennials and Generation Z respondents are slightly more interested in seeking new solutions than other generations. Given these desires for products that claim to treat sleep, stress or anxiety, functional fragrances that contain CBD represent opportunities for cannabis beauty players to leverage.

Heretic’s Dirty Grass CBD Eau de Parfum contains hemp-derived CBD, noted for its “relaxing and calming” properties, as well as other ingredients like lemon peel oil and galbanum resin oil that, together, contribute to “helping you to find balance”. These type of claims resonate particularly among Generation Z and Millennial consumers who are actively looking for new treatment solutions in these areas, in addition to a naturals-oriented consumer that is looking to avoid synthetics in fragrances.

The next level that CBD functional fragrances could potentially reach is in active ingredients being absorbed through the bloodstream and having remedial effects on consumers’ stress levels in the form of a topical product.


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    March 2, 2021

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    • LUFF Brands
      March 3, 2021

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