From Vocativ: Tampons, Lip Balm, Cocoa: Startups Cultivate Female Cannabis Lifestyle

As weed loses its stoner stigma, women could become the gatekeepers of a more mainstream cannabis culture

By Charisa Ramirez | April 20, 2017 | Vocativ.com

When Diane Czarkowski, 50, is ready to relax at the end of a long day, she uses cannabis to take off the edge in the same way many women her age unwind with a glass of wine. “For me, it’s a good way to transition from work-mode, when my brain is going a thousand miles an hour, to settling down and making dinner,” she said. Cannabis is pretty much incorporated into her and her family’s lifestyle.

What we’re finding as we look at the data is cannabis is very much a part of lifestyle. It’s also a part of routine,’ said Linda Gilbert, who works for the cannabis market research firm BDS Analytics. She said the firm’s recent statistically-representative survey of 1,200 adult cannabis users in Colorado and California found that 45 percent were women. Of those, nearly half said they were likely to use marijuana or marijuana containing products to relieve PMS, menstrual cramps, manage mood swings. About a third said they’d use it to enhance sex or relieve menopause symptoms.

Companies have taken notice. For example, take Whoopi Goldberg’s line Whoopi and Maya: It sells products like Epsom salts and raw cocoa aimed at relieving menstrual cramps and menopause symptoms and other ailments. Its products use THC, the chemical compound in weed that gets you high, and CBD, a cannabis compound that doesn’t share THC’s psychoactive properties but is being used to fight acne, fibromyalgia, and insomnia, among other ailments.

“Our demographic are people who would like to be healthy, want to feel relief, and don’t want to consume chemicals,” said the brand’s co-founder Maya Elisabeth. “It’s definitely for the working woman who doesn’t have to take time off for her menstrual cycle.”

This word-of-mouth (marketing) component is essential, Gilbert said, because once women find a bud-tender they like they become loyal fans. Her interviews revealed that women’s relationship with their bud-tender is much like a relationship with a hairdresser. If they move dispensaries, the women will follow.

Read the full article here. 

Learn more about the Consumer Research Division here.

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