Women are a top business opportunity for brands in virtually every single industry and cannabis is no different.
According to Marketing to Women, women remain the primary decision-maker when it comes to buying goods in 85 percent of American households, influencing at least 80 percent of all household spending in America. When it comes to cannabis, most researchers would agree that women smoke less than men. But in a multibillion dollar industry, ignoring a large portion of your audience may mean missing out on an even larger chunk of revenue.
If women are so important to sales, why are so many brands terrible at catering their products and selling to women? Are there any cannabis brands cultivating their female audience in a genuine way?
Historically, brands across a spectrum of industries take a disingenuous approach when it comes to designing and marketing to women. There is an old marketing mantra, “shrink it and pink it”, that sums up the entire strategy many brands use to speak to their female audience. According to this, if you make it smaller and pink women are guaranteed to buy it. It’s taken quite some time, but companies are thinking more intentionally about their female audience and beginning to push forward more meaningful female-driven marketing.
Cannabis brands would be wise to do the same.
In a sea full of black and green branding and bulky vape pens, the majority of cannabis brands are still lacking in their approach to women. But there are a select few who are truly doing it right.
If you are going to market cannabis to women, you might as well start at the very beginning: growing. HiFi Farms, based in Oregon, is subtly focusing on the female participation and perspective of cannabis cultivation. HiFi is not a female-only cannabis company, nor do they make female-only cannabis products. They are a company of farmers, master cultivators and seriously focused cannabis consumers – that happen to be led by a woman.
But just as cannabis flowers are female, so too is the leadership of HiFi Farms…and this female leadership has influence throughout the brand. Sara Batterby, CEO, pushes forward an innovative approach to marketing that reaches men and women alike, but takes special care to highlight the importance of the female.
While their branding is marked by elegant, unisex design that speaks to people of all color, creed, and gender, they still know how to embrace their females. Just look at their “feminized” t-shirts that have taken Oregon by storm.
Some brands, like Foria and Whoopi & Maya, are creating cannabis-based products just for women. Foria’s “Relief” product line includes cannabis-infused suppositories for women undergoing the painful throes of their menstrual cycle. Whoopi & Maya, the cannabis brand created by Whoopi Goldberg, offers cannabis lavender bath soak; cannabis infused body balm; and relaxing cannabis tincture that is also perfect for that time of the month.
To note: neither of these companies have pink in their color schemes and all products are full-size.
Women far and wide love accessories. It only makes sense for cannabis brands to create products that fit a stoner girl’s lifestyle. AnnaBis, a company that takes on the mission of helping “women feel stylish, free and secure with their cannabis”, is known for its virtually smell-proof handbags and accessories.
Pax, a leading vape pen company, is also excellent at designing and marketing products towards women, but in a much more indirect way than AnnaBis. Just as a woman carefully chooses a watch or a new handbag, women want a vape pen that fits their style. In a world where vape pens are boring and bulky, Pax products are sleek, chic and customizable. These vaporizers are perfect for a woman on the go.
Cannabis users are almost guaranteed multiple orgasms, according to a new survey.
An annual study conducted by Match.com surveyed over 5000 singles, regardless of whether or not they’re members of the site. The 2016 data looked at people’s attitudes towards cannabis and how it affects their personal relationships and dating life.
“Match is exploring at a new type of relationship – the one between singles and weed,” the company says. “For the first time, a dating company is looking at marijuana and the role it plays with singles and dating.”
Insights from the study include:
Cannabis users have more orgasms: Singles who have smoked marijuana were 109 percent more likely to have experienced multiple orgasms. Cannabis has been used as an aphrodisiac for millennia, so it’s not surprising that couples who use cannabis are having better sex.
Cannabis users have an active single life: They were 58 percent more likely to have gone on a date in the past year, 44 percent more likely to be looking for a committed relationship, and 15 percent more likely to already have a partner.
Cannabis users are more likely to hook up: A cannabis enthusiast is 30 percent more likely to make out at the end of the night. There are cannabis products that can enhance arousal, not to mention strains of cannabis that enhance physical sensations. And since cannabis users are having multiple orgasms, they’re actively seeking out sexual activities.
Other insights from the study focus on cannabis as a factor in choosing a partner:
Cannabis users are picky: Cannabis users “are pickier about the type of person they date. They’re less likely to date someone who is unemployed, lives at home with their parents, is a virgin, and is messier than they are,” according to the survey.
Cannabis users are educated: Singles in support of ending cannabis prohibition are 65 percent more likely to have graduate degrees, employment and a healthy lifestyle.
Cannabis use is generational: Generation X was a product of the “Just Say No” campaign and it apparently worked. Both Baby Boomers and Millenials are more comfortable with marijuana, which indicates age is less of a factor.
Cannabis users are more likely to vote for Bernie Sanders: 76 percent more likely, in fact.
Alcohol, tobacco and illegal drugs are more of a turn off than cannabis: When looking at habits, singles indicated that illegal drug use was the number one turn-off (90 percent) along with alcohol (78 percent) and tobacco (75 percent). Regular cannabis use came in at 70 percent, with gun ownership following at 34 percent.
Cannabis has documented use as an aphrodisiac in many ancient cultures across the globe, with the most notable coming from India in the enhancement of the practice of tantra. In the United States, Cannabis tinctures were sold at pharmacies, over-the-counter, as a cure-all medicine until the first half of the twentieth century. There are no documented cases of a marijuana-based personal lubricant being available, however, until now.
A medical marijuana collective, Aphrodite Group, in California, lead by Wellness Director Matthew Gerson, released this product, Foria, earlier this year, marketed as a “therapeutic aphrodisiac,” known to enhance the female orgasm by allowing the user to be “fully present with their own experience.” According to the Aphrodite Group, “The inspiration for Foria’s creation comes from the belief that healthy, pleasurable sex is a vital part of holistic wellness.”
What ingredients are used to make Foria?
According to the creators, Foria is composed of “a blend of nourishing liquid coconut oil and lab-tested cannabis oil from California-grown marijuana.” The creators boast that this product is gluten, sugar, chemical and pesticide free while remaining vegan, 100 percent natural and 100 percent safe for consumption and use in and on sensitive body parts.
The California-grown marijuana used to create Foria is the full fledged kind, too, with all cannabinoids still intact. That means that Tetrahydrocannabinol (THC), the psycoactive cannabinoid known for causing the feeling of being “high” is prominent in this revolutionary product. The combination of these two simple ingredients has inspired much curiosity in everyone who has heard of Foria, and several women have reported and published tales of their personal experiences with it.
How is Foria made?
The Aphrodite Group outsources Foria manufacturing to the professional Ph.D. scientists at the independent laboratory, The Werc Shop, to ensure only the highest quality product and accurate dosing information. The process used is solventless, and cannabinoid content is tested several times throughout the manufacturing process. According to the website, every bottle of Foria is tested for contaminants before it hits retail shelves.
How does Fioria work? Check out these user testimonials for a more detailed explanation:
For now, Foria is only available for state registered medical marijuana cardholders in California who are members of the collective. Luckily for women in two more states, however, there are plans to expand product sales into Colorado and Washington in the very near future.
Colorado release update: It will be released in Aspen, CO at Native Roots dispensary, 308 S. Hunter St. first, at the start of the 2015 X Games January 22-25. After the X Games, Foria will also be available at the rest of the Native Roots locations.