Your father's cannabis is not

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Women are an increasingly important segment of cannabis users. Here's how companies market them.

Next month, hundreds of future brides will enter Denver for the fourth edition Cannabis Wedding Expo, with everything related to marriage with a touch of cannabis, including cannabis-decorated wedding dresses, fresh "flower" arrangements and cakes, canapés and cannabis-infused badtails.

It is not surprising that marriages are a "thing" in the cannabis industry these days. First and foremost, women drive 70% to 80% consumer's purchases and the influence they exert on family members means that their reach is broad. But more importantly, women now account for 38% cannabis market, almost doubling their participation in the past year. They should reach parity with men within three years. The cannabis industry is striving to develop products that will attract these new consumers. But some adjustments are necessary.

This is because women say they want things different from their cannabis use compared to men. While 71% of men who use cannabis say they do it for "home entertainment, "Women are much more interested in cannabis-based products offer them relief from things like pain, sleep loss and hormonal fluctuations. Cannabis is used to PMS fight almost 40% of women who use cannabis. Nearly 70% from them say that they are also turning to cannabis.

This has led to a multitude of new cannabis products, so-called weed buffers pastry and make-up erogenous zone sprays. The tampon is actually a badl suppository, which releases a mixture of THC and CBD to relax muscles, stop cramps and relieve pain. The cannabis brand of Whoopi Goldberg has a lavender bath soap designed to combat stress, as well as a raw cocoa spread for use to improve mood.

There are infused lotions of cannabis to soothe irritated skin, body balms to relieve the pain and vows that release microdoses of THC to relax. There are also various tinctures and pills to fight migraines, anxiety and inflammation. Boasting lists of ingredients with minerals and micronutrients, bee wax, royal jelly, organic avocado oil and myrrh – and packaged in a ultra-sophisticated packaging – these cannabis-based products would not be instead in a premium spa or makeup counter. (And some of them have the price tags to prove it: cannabis tampons cost $ 11 each, and one pain balm is $ 25 for 0.9 ounces.)

All these products have one thing in common: They are either discreet or intended to be used at home, most of them for new users. Many women who enter the market are new to cannabis and they prefer "beginner-friendly"According to a survey of Van der Pop, a website about cannabis, 66% conceal their cannabis use, because 70% think that this is still the case.

But there is a growing movement by women to destigmatize cannabis that includes a variety of new cannabis platforms, such as Miss Green, a cannabis magazine, and Ganja Goddess Getaway, a retreat of well-being. Adapted to women, they work to demystify cannabis and make it a space where women feel comfortable to enter. A Marist survey in 2017, 34% of women would consume more marijuana if it were legal, which means that a greater legalization should reduce any residual hesitancy.

In the meantime, an increasing number of women will become cannabis users and will continue to advocate for more cannabis products and better research to find out how cannabis can be used effectively. Because it is a Schedule 1 drug at the federal level – along with heroin and methamphetamines – it can take years to obtain cannabis for research purposes, let alone for obtain the necessary authorizations to conduct clinical trials. But that did not stop a Harvard Professor who plans to study 400 women using weed tampons. Staci Gruber of Harvard Medical School will follow the women in hopes of being able to present evidence in the United States. The drug administration that ultimately leads to a seal of approval from the FDA – probably the first of many to come.

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Women are an increasingly important segment of cannabis users. Here's how companies market them.

Next month, hundreds of future brides will enter Denver for the fourth edition Cannabis Wedding Expo, with everything related to marriage with a touch of cannabis, including cannabis-decorated wedding dresses, fresh "flower" arrangements and cakes, canapés and cannabis-infused badtails.

It is not surprising that marriages are a "thing" in the cannabis industry these days. First and foremost, women drive 70% to 80% consumer's purchases and the influence they exert on family members means that their reach is broad. But more importantly, women now account for 38% cannabis market, almost doubling their participation in the past year. They should reach parity with men within three years. The cannabis industry is striving to develop products that will attract these new consumers. But some adjustments are necessary.

This is because women say they want things different from their cannabis use compared to men. While 71% of men who use cannabis say they do it for "home entertainment, "Women are much more interested in cannabis-based products offer them relief from things like pain, sleep loss and hormonal fluctuations. Cannabis is used to PMS fight almost 40% of women who use cannabis. Nearly 70% from them say that they are also turning to cannabis.

This has led to a multitude of new cannabis products, so-called weed buffers pastry and make-up erogenous zone sprays. The tampon is actually a badl suppository, which releases a mixture of THC and CBD to relax muscles, stop cramps and relieve pain. The cannabis brand of Whoopi Goldberg has a lavender bath soap designed to combat stress, as well as a raw cocoa spread for use to improve mood.

There are infused lotions of cannabis to soothe irritated skin, body balms to relieve the pain and vows that release microdoses of THC to relax. There are also various tinctures and pills to fight migraines, anxiety and inflammation. Boasting lists of ingredients with minerals and micronutrients, bee wax, royal jelly, organic avocado oil and myrrh – and packaged in a ultra-sophisticated packaging – these cannabis-based products would not be instead in a premium spa or makeup counter. (And some of them have the price tags to prove it: cannabis tampons cost $ 11 each, and one pain balm is $ 25 for 0.9 ounces.)

All these products have one thing in common: They are either discreet or intended to be used at home, most of them for new users. Many women who enter the market are new to cannabis and they prefer "beginner-friendly"According to a survey of Van der Pop, a website about cannabis, 66% conceal their cannabis use, because 70% think that this is still the case.

But there is a growing movement by women to destigmatize cannabis that includes a variety of new cannabis platforms, such as Miss Green, a cannabis magazine, and Ganja Goddess Getaway, a retreat of well-being. Adapted to women, they work to demystify cannabis and make it a space where women feel comfortable to enter. A Marist survey in 2017, 34% of women would consume more marijuana if it were legal, which means that a greater legalization should reduce any residual hesitancy.

In the meantime, an increasing number of women will become cannabis users and will continue to advocate for more cannabis products and better research to find out how cannabis can be used effectively. Because it is a Schedule 1 drug at the federal level – along with heroin and methamphetamines – it can take years to obtain cannabis for research purposes, let alone for obtain the necessary authorizations to conduct clinical trials. But that did not stop a Harvard Professor who plans to study 400 women using weed tampons. Staci Gruber of Harvard Medical School will follow the women in hopes of being able to present evidence to the US Food & Drug Administration that eventually leads to an FDA seal – probably the first of those to come.