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Brief Published: 14 Nov 2019

American Eagle’s CBD Beauty Range for Stressed-Out Teens

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Mood

An uncertain world and increasing anxieties are encouraging teens to practice self-care rituals. US retailer American Eagle is launching a CBD-infused personal care range called Mood to target stress relief. Will this venture inspire teens to speak openly about their mental health?

Mood’s products rely on cannabidiol's (CBD) relaxing effects to create a 45-piece range, which includes wellness and personal care products. The brand taps into the concept of psychodermatology (the link between mental health and skin) to boost emotional wellbeing.

The products aim to stimulate the senses and trigger positive emotions with six distinctive fragrances. Mood is harnessing the sensory properties of essential oils to alter the user’s state of mind. For instance, the Zzz scent is aimed at individuals looking to combat insomnia and unwind before bed. Mood Zzz CBD-Infused Body Lotion moisturises the skin with lavender, while also helping restlessness.

Mood’s collection is launching at a time when discussion around mental health is firmly in the spotlight. Consumers are becoming increasingly proactive about safeguarding their emotional wellbeing with stress-busting products and anxiety-relieving apps. In the US, 70% of teens aged 13-17 believe anxiety and depression is a major problem among their peers (Pew Research Centre, 2019).

Products and services involving cannabis have taken over the wellness scene in the past year – with CBD infusing everything from gummies to tampons. As attitudes towards the substance shift, younger consumers are becoming increasingly curious. The CBD beauty products market is expected to reach $25bn in global revenue by 2029 (Market Watch, 2019).

Trust is vital for wellness brands in this space – research suggests nearly 70% of all CBD products sold online in the US are mislabelled (Cannabis and Cannabinoid Research, 2018). When selling to younger consumers, it is imperative that the CBD source is clearly labelled to ensure transparency.

To read more about the booming cannabidiol market, see The Chillery: A Weed Wellness Platform and Beauty’s CBD Rush: Unpicking the Hype.

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