Oscar Award-winning actress Nicole Kidman has signed up to promote marijuana based products for cure pharmaceuticals, the latest celebrity to endorse the plant for its therapeutic and pain relieving properties, cure said on Tuesday.
Kidman will help Sera Labs strengthen its multi-channel distribution, as well as the sales of anti-aging skin care products, analgesic cream and essence.
The actress will also be “key in development” of three products the company will launch next year, Cure Pharmaceutical Holding Corp [CURR.PK] said.
Cannabidiol (CBD), a non psychoactive compound mainly extracted from cannabis plant, is being used in various medical applications, and more and more applications have been found in relaxants and beauty products.
Demand for CBD and other cannabis products has skyrocketed this year as the coronavirus pandemic kept people at home, limiting entertainment options and adding to stress.
However, due to the strict restrictions on marijuana, traditional advertising and marketing channels are still limited, and some companies cooperate with celebrities to build their own brands.
Cronos Group Inc tapped actress and New York Times best-selling author Kristen Bell to launch ‘Happy Dance’, a CBD skincare brand in October.
Celebrities have also jumped on the bandwagon. Rapper Jay-Z, lifestyle guru Martha Stewart and singer Willie Nelson are among celebrities who have partnered with or launched their own CBD product lines.