People prefer getting High over CBD beauty products
Kristen Bell’s CBD skincare brand Happy Dance is taking its last dance. (Benzinga)
The talented actress who is known for Veronica Mars, Happy Place and Frozen teamed up two years ago with multi-state cannabis operator Cronos Group Inc to launch a CBD brand for skin care.
Bell was involved in all aspects of creating the new brand. She said at the time that she didn't need another paycheck but rather wanted to do some good in the community.
“As a working mom, I turned to CBD skincare as a way to turn down the volume of my life," Bell said, "and CBD products have since become an essential part of my self-care routine.”
The main promo line for the brand, “it won’t get you high,” sought to attract non-cannabis users and enable them to experience the plant's benefits without the THC high.
Decline In CBD's Popularity
Over these past two years, interest in CBD products has declined dramatically. Happy Dance’s parent company, Cronos, announced in its second-quarter financial report that “following an evaluation of the U.S. business as part of the company’s realignment, the company began a phased exit of the wholesale beauty category to focus the portfolio on adult-use product formats within the direct-to-consumer channel.”
Following these changes, Happy Dance tweeted that they are "closing up shop."
“The bad news is that this truly is the last dance, because the Happy Dance products that you’ve come to love are being discontinued on our website, as of January 27, 2023,” reported Glossy.
As per data from Spate, Google searches for CBD have fallen by 61% year-over-year, while skin-care-related CBD searches have dropped even more: 86.91%.
Edibles and skin-care label Lord Jones, which launched Happy Dance with Bell, also canceled its collaboration with Sephora, owned by Moet Hennessy Louis Vuitton SE LVMHF, reported the outlet.
by Nina Zdinjak
