By Melissa A Vitale
 
If you own a computer or a phone, or basically just exist, you’ve probably heard some buzz about CBD oil in the last few years.
 
CBD oil has risen as one of the biggest superfood ingredients in wellness, dining, beauty and even vaping over the past five years. It’s hard not to be curious about a supplement that people are saying changed their life.
 
So…. Is CBD Oil Worth the hype?
 
The answer isn’t so simple, because it’s both ‘yes’ and ‘no’.
 
Personally, CBD is my go-to for so many things. When I first jointed the cannabis industry, I thought it odd that all advocates were so gung-ho on hemp & CBD, insisting the plant was in every formulation they used. Now five years into the industry, I use anywhere from 5-15 hemp products a day. CBD skincare has allowed me to maintain an all-natural skincare regimen that actually works. I’ve reduced the number of massages I get with CBD balms and topicals and I literally have a CBD oil tincture in every room of my house. Even my cat has his own CBD topicals and bacon-flavored tinctures.
 
So yes, CBD oil is worth the hype… EXCEPT: only when it’s quality CBD.
 
That’s why it’s also a No. CBD is not worth the hype when it’s not premium CBD. There’s a lot of trash, what we call “snake oil,” on the market. Poorly manufactured or mislabeled CBD products are causing tons of consumer confusion and making it harder for quality brands to stand out. I’m going to clarify that in a bit.
 
But first, let’s dive into the Wild, Wild West of Cannabis aka the CBD market.
 
CBD oil: What the heck is it?
CBD (Cannabidiol) oil is a dietary supplement first introduced to US Markets in 2014 that has gained rapid popularity and has saturated health, beauty and vaping markets since 2018 when the supplement was removed from the DEA’s list of Federally Controlled Substances. CBD has been found to be a powerhouse supplement for symptoms related to sleeplessness, anxiety, topical relief and inflammation. 
 
Now as a publicist, there’s only so much I can say on the issue – I cannot give you any medical recommendations, nor can I even cite many of the medical issues that CBD oil has been shown to be useful for. Thankfully a quick google search can help you dive into press articles on the topic, though be careful where that rabbit hole leads you. Check your sourcing and make sure the journalists are quoting quality sources (Doctors, Advocates & Recognized Brands).
 
The human anatomy is hard-wired with the endocannabinoid system, a system of cannabinoid receptors throughout the brain and body. The Endocannabinoid System (ECS) was discovered in 1992 and controls neurologic, endocrine, immune, behavior and cognitive functions. Our bodies make our own cannabinoids and we have our own cannabinoids receptors. The system is located in the brain and all the major organs but especially the nerves and the intestines. When these receptors are activated, they enable two-way communication between body systems. Our bodies were designed to regularly supply our ECS with the nutrients (cannabinoids) it was designed for, in support of vital communications between the control centers of the body and every other system. In addition to the few endogenous cannabinoids the ECS is also activated by foods, drugs, activity, and phytocannabinoids, like CBD. 
 
Replenishing the naturally occurring endocannabinoid system, regular CBD (cannabidiol) tinctures and capsules can bring the body to homeostasis, allowing it to perform at its best. What does all that mean?
 
Basically, since hemp was removed as a prime dietary source during the Reefer Madness scare early last century, humans have been undersupplying our bodies with the cannabinoids we need. Consuming CBD oil (or getting cannabinoids through other methods of cannabis) helps keep your endocannabinoid system regular which keeps the other systems that rely on the ECS—basically most bodily function—regulated.
 
Why has it become so popular in the last five years?
 
The 2014 Farm Bill defined industrial hemp as 0.3% or lower and provided for pilot programs, sales and research to begin on industrial hemp, which is why we have hemp products, including CBD, in the United States currently. The problem was hemp, despite its low THC content, as a member of the cannabis family, was still classified as a Schedule 1 drug by the DEA, even though it was legal to grow and sell and purchase by definition of the 2014 Hemp Farm Bill and even when other federal agencies, like the FDA, were approving hemp products like CBD.
 
In December 2018 Congress put forth the second Farm Bill which included all the language known as Hemp Farming Act of 2018. The passage of this final version of the Farm Bill removed hemp products including hemp-derived CBD oil from the federal list of controlled substances and removed any federal regulations from growing and selling hemp products. The 2018 legislation also allows for wider audiences to be educated on the benefits of CBD products while providing agriculture protections for hemp farmers previously unafforded due to hemp’s federal controlled status.
 
Besides these bills for CBD oil, and state-and-local ordinances, CBD oil is largely unregulated.
 
The only thing the FDA, the agency overseeing CBD oil, monitors for is health claims: brands cannot make health claims such as “This CBD Oil is great for Epilepsy”. Brands can say “CBD has been shown to relieve symptoms associated with sleeplessness, anxiety and inflammation.” Outside of that, any health-related claims are in violation of FDA regulations of supplement health claims.
 
Think about that: Other than claims, there is no oversight agencies that make sure what the company claims is on the package is actually in the bottle. This is why Third-Party testing is paramount, but we’ll get into that in a bit.
 
First, let’s navigate a confusing topic in this sector.
 
Hemp Seed Oil Vs CBD Oil:
The confusion of Hemp Seed Oil versus CBD Oil is further evidence of the mess that is the current CBD market. Since the Farm Bill, CBD oil has become this year's must-have ingredient. Hemp and hemp-derived CBD oil have taken over formulations because they're both rich in the nutrients that soothe, heal, hydrate and pamper skin. Many consumers and retailers often confuse CBD Oil and Hemp Seed Oil, but while they technically come from the same plant--Industrial Hemp-- Hemp Seed Oil and CBD Oil are 100% different.
 
Have you ever noticed that its relatively easy to buy marijuana seeds? Government restrictions on cannabis only apply to the psychoactive component THC (Tetrahydrocannabinol) which is only present in the plant after photosynthesis. Therefore, cannabis seeds can be shipped across state lines because they contain no THC. The same is the case with CBD in hemp seeds. CBD is only present in the hemp plant after photosynthesis. 
 
Because CBD only occurs in mature hemp plants, CBD (Cannabidiol) oil is extracted from the harvested and dried out hemp plant. The CBD extraction process often determines the quality of CBD: CO2 is the cleanest, and most environmentally-friendly method that produces the most potent CBD oil. CBD oil is naturally anti-inflammatory and has shown to protect, restore, and brighten skin leaving the complexions feeling awakened and nourished. CBD applied topically can interact with the cannabinoid receptors in your skin to fight inflammation, promote healing, provide relief from short-term setbacks, and refine stressed, puffy or tired skin. 
 
Hemp Seed Oil, however, is extracted from pressed hemp-seeds, which contain zero CBD. The seeds are still packed with ingredients vital to healthy & nourished skin. Sustainably-sourced hemp has the highest naturally occurring polyunsaturated fatty acids like Omega 3, 6 and 9 and is rich with Vitamin E, a powerful antioxidant that can reverse UV damage. Hemp Seed Oil also contains Gamma Linolenic Acid, an anti-inflammatory compound rarely naturally occurring. Hemp seed oil is hypoallergenic and absorbs rapidly making it popular for chapped and dry complexions. 
 
You don’t have to look any farther than Amazon.com to see just how confusing all this is. Hemp Seed Oil producers know that consumers will pay higher margins for products with CBD oil in it; They also know that many consumers don’t know the difference between ‘hemp extract’ (CBD oil) and ‘hemp seed oil’ on the ingredients list. Amazon is a perfect example of this. Amazon prohibits the sale of CBD oil but consumers who rely on Prime for everything aren’t aware that the retail giant restricts CBD sales. Hemp seed oil sellers will bump up the price of their oil (usually $15 for a large bottle) to $60 to be a comparable price to that of CBD oil. They know they’re selling hemp seed oil and consumers will know it too, but only after they spent the $60. That’s why so many CBD brands sell on Amazon anyways: if there are going to be bad players who take advantage of consumers, at least let them have real CBD options available. 
 
As a publicist, Hemp Seed Oil vs CBD Oil has been my personal education mission. I represent quality CBD Brands. There are some Hemp Seed Oil brands, with their beautiful packaging and luxury price point, that have been stealing the spotlight under the guise of being CBD Oil. Even editors are confused by CBD vs Hemp Seed Oil and recommending products without any CBD oil under headlines like “Best CBD Face Oils” or "I tried this CBD Lube" and there's no CBD in them.
 
How to find quality CBD Oil:
The 2018 Farm Bill removed industrial-hemp derived CBD oil from the DEA's list of Federally Controlled Substances opening the floodgate of hemp-based and CBD-infused products saturating the market. With so many CBD brands available, it's hard for consumers to discern premium quality from marketing tactics. 
 
If you’ve ever spoken to someone who says CBD oil doesn’t affect them, it’s because they probably didn’t have quality CBD oil. When buying CBD oil, a few factors will help determine the quality and reputability of the product including:

• Third Party Testing: There are several analyses that need to be done in order to certify that a hemp product like cannabidiol oil is indeed pure, free of toxins and able to provide the claimed benefits. Not all CBD producers perform third party testing, but the extra step ensures quality and transparency to customers. Before you buy CBD oil be sure to check for potency, pesticide, microbiological, residual solvents testing and terpene profiling to help determine the quality of the product. This step costs brands more but without regulation in the industry, it’s the only way to put “proof in the pudding” when it comes to claims on the bottle. Lab tests are incredibly easy to forge though, so do a little more digging to make sure the lab exists and is recognized in the market (or find an article that has done this for you).
• Full Spectrum: Full spectrum CBD oil takes the nutritive parts of the hemp plant distilled into a pure, potent extract. A full-spectrum extract gently preserves the entirety of components naturally present in hemp. Full Spectrum CBD oil includes not only CBD, but the full range of other natural constituents (terpenes, sugars, flavonoids, and secondary cannabinoids) that are found in all parts of hemp and are believed to work better together in what is called the Entourage Effect. 
• C02/Clean extraction process: How CBD hemp oil is extracted from the plant is crucial. To obtain a higher concentration, some CBD distributors will often use abrasive extraction solvents including butane to save on costs. While a solvent-free CO2 extraction method is more expensive, it is solvent-free and ensures a highly potent and pure extract. It’s eco-friendly, non-toxic and is environmentally friendly.  
• USDA Certified Organic: The USDA Organic certification is the gold standard in quality assurance, recognizing that products featuring the seal were produced under exacting standards that protect natural resources, conserve biodiversity and use only approved substances in the cultivation process. Only a handful of hemp products have obtained this closely regulated federal designation.
• Country of Origin: Hemp plant absorbs nutrients in the ground it's grown on, with organic farms that are decades-free of pesticides and ground toxins making the most potent and premium CBD oil. Country of Origin gives you insight to the type of ground the hemp was grown on. 
• Hemp Extract or Cannabidiol Oil: If the back of the bottle does not list Hemp Extract or Cannabidiol Oil under the ingredients list; there's no CBD oil in it. Not to be confused with Hemp Seed Extract, which does not contain any CBD. 

Due to the lack of regulation, consumers need to be educated before purchasing CBD oil. Without approaching CBD like a conscious consumer, customers could be wasting their money on ineffective products, turning them off from the wellness benefits of CBD indefinitely.  I know this may seem really tedious to look into all these factors; but if you've ever wasted $60 on a bottle of Hemp Seed Oil --typical retail value $10-- you know the extra steps are worth it. 

What is CBG? CBN?
You may have heard a couple other acronyms around CBD; the two hottest ones to be discussed in the space are CBG & CBN. I'm not a scientist or a doctor by any means, so my explanation will be a working one, at best.  There are tons of other cannabinoids in the hemp plant besides CBD. CBG & CBN are cannabinoids that appear in smaller quantities in most hemp plants. However when isolated on its own, CBN has become a popular supplement for night time use as its a powerhouse for sleeplessness.  CBG is now coming to the market as the next big thing in CBD as it provides more targeted relief for anxiety, digestion and pain. 

To take a deeper dive into each, check out the Leafly Articles on CBG & CBN.

CBD & Beauty 
Now I'm going to try to make this a short section because as a former beauty publicist, I really could rip into this topic for a few hours. The CBD Beauty Market is one of the most saturated areas of CBD outside of tinctures.
There are three main types of companies fueling the CBD Beauty Craze: 
- Beauty Companies adding CBD into their existing Formulation 
- New Brands creating CBD Beauty Products to jump on the fad 
- CBD Companies creating beauty lines with plant science at it's forefront 

There are a lot of CBD Beauty Products on the market that are obviously made to pick up on the fad of CBD and this makes it confusing for consumers. Nails and Hair do not absorb CBD so if you see anything like CBD Mascara, CBD Shampoo, CBD Nail Polish, these are gimmicks that I would avoid. The scalp however can really benefit from CBD so any hair mask or conditioner with CBD targeting the scalp not the hair itself is likely Something I see on the beauty market that makes me cry out in exasperation is anything that washes with CBD: CBD Body Scrubs, CBD Face Washes, CBD Toners. CBD needs time to sink into the skin, so using a CBD infused formulation to wash is just putting a very expensive ingredient (CBD ain't cheap!) into a product that doesn't sit on the skin. Consumers are quite literally washing money down the drain. Skip the washes and scrubs with CBD and focus instead in topicals and lotions that will give your body enough time to absorb the formulation like balms and face serums. 

With so many brands pumping out CBD Beauty products, I only use CBD Beauty products made by CBD companies who understand the potent ingredient and pair their formulations to compliment the power of CBD. Other companies are usually just throwing CBD isolate into a beauty formulation without a care of how everything works together. All that confusion above? That's usually negated when you buy from trusted CBD brands who know the plant. 

Thanks to my time as a beauty publicist, I learned all about natural & organic beauty and the mass consumer beauty market that pads incredible ingredients with fillers and stabilizers that don't do anything for the skin. While I prefer the way my skin feels with natural beauty products, I always felt they weren't as anti-aging and restorative on their own. Since discovering CBD Natural Beauty products, I've stopped using my retinol serums and anti-aging masks. Between all natural ingredients and the restorative and nourishing properties of CBD, my skin behaves better just from being fed skin superfoods. Something you should note about CBD Beauty products is that you're rarely going to see Full Spectrum CBD in Beauty; The full spectrum doesn't interact on the skin the same way as when ingested, so CBD Isolate is powerful in topical formulations. 

I'll leave all brands that I trust below from anything from Tinctures to Topicals. I've been very blessed to work with tons of great brands whose work aligns with my own. A trusted industry recommendation can often times save you all the time and research. I've done the work for you. Many of these brands are women-run. I'm not biased because I'm a woman; research has shown that women business leaders tend to cut the fat on the consumer model. There's tons of great brands for however you'd like to integrate CBD into your life!  

MAVPR Recommended Brands:
Working with so may brands, it's no surprise that I'm often asked for my recommendation. With my position as a publicist and knowledge of the industry, it's easy for me to discern if a brand is quality or marketing gimmicks 
Tinctures: Elixinol; New Highs CBD 
Beauty: TRIBEAUTY, Her Royal Hempress, Soul Addict
Topicals: TribeREVIVE Pain Relief Cream, Elixinol Extra Strength Balm
CBD Vapes: TribeTokes, Her Highness 
CBD Lubricants: TOCA 
Pleasure Oil: Her Highness
For Pets: Pet Releaf, Mary 
While I do partner or represent some of the brands above, I only recommend brands whose brand mission, consumer transparency and attention to quality is one that I would trust for myself and my family. I only work with brands I myself am proud to represent. 

​For CBD brands looking to explore cost effective public relations packages, learn more about MAVPR via: melissaavitale.com/services.html 

​What has hence been called Vape-Gate by industry professionals alike, the recent news stories, hospital cases and CDC warnings drew attention to the same knowledge vape companies have been warning about for years: without regulation, there will be bad players on the market selling garbage that can harm consumers. 

Vaping is a discrete way to enjoy cannabis and CBD and has made the plant accessible to those who cannot consume in other ways. Thanks to bad players in the market, consumers are afraid to consume vape products. The recent vaping crisis has not only put consumers off vaping, it's also created mistrust of brands who create vaping products.  

Just because there are a few tarnished products floating around on the market, doesn’t mean consumers have to give up their CBD or Cannabis vape pen for good.

Universally, vaping is still a cleaner form of consumption than natural combustion, but without regulation, consumers have to pay extra attention to what they’re buying. 

What you should be looking for when buying a vape pen: 

• Full Spectrum CBD: Full Spectrum CBD has plant terpene and other flavonoids that work better together 
• Free of Additives: Safe CBD vape formulations contain only CBD & plant terpenes. Avoid thinners like PEG, PG, MCT, VG
• Third Party Tested: There are currently no regulation for vape pens; third party tests ensure consumer transparency on ingredients included in every product; many quality brands include the QR code to the lab tests on the packaging. This step costs brands more but without regulation in the industry, it’s the only way to put “proof in the pudding” when it comes to claims on the package. Lab tests are incredibly easy to forge though, so do a little more digging to make sure the lab exists and is recognized in the market (or find an article that has done this for you).
• Clear Amber / Yellow Color: Plant-based vape formulas can be incredibly unstable in harsh shipping conditions; avoid multi-colored, dark brown or red, or cloudy formulations

 
Finally, ask questions when you're buying a vape pen. If the person who you're buying from cannot answer your questions, you should not be buying from them. 

MAVPR Recommended Brands:
Working with so may brands, it's no surprise that I'm often asked for my recommendation. With my position as a publicist and knowledge of the industry, it's easy for me to discern if a brand is quality or marketing gimmicks 
CBD Vapes: TribeTokes, Her Highness 
Cannabis Vapes: Binske Live Resin Cartridges, Absolute Xtracts
While I do partner or represent some of the brands above, I only recommend brands whose brand mission, consumer transparency and attention to quality is one that I would trust for myself and my family. I only work with brands I am proud to represent. 

By Melissa A Vitale 

The cannabis and sex-wellness industries are ripe with a number of innovative emerging brands who, because of the hurdles faced by vice-category brands, do not have year-round budget for a PR retainer. Most cannabis and sex wellness brands who seek PR within the first year of formation often are backed by investors either private or VC. Therefore, in my quest to make press accessible to all brands in the vice category space, I am always happy to answer the question “What can I do to boost my PR without a publicist?”
 
I’ve seen a lot of brands have successful press coverage without a publicist… though, with a limit: publicists spend all day thinking of innovative stories and angles for press based on our knowledge of what the media industry is interested in during any given newscycle. With a publicist, brands maintain consistent coverage (typically included in 2-8 stories a month) where brands without publicists get that traction throughout the year.
 
Journalists want to feature new brands, especially if they know you’re willing to give them access that they may not get from cold-calling similar brands.
 
Here are MAVPR’s recommendations of ways to boost your press: 
 
Create a media kit: While I still have clients paying thousands for a stylized media kit, most brands have success with something thrown together on Google Presentation. A media kit just saves a journalist time of having to ask the Who What When. Journalists get 1,000s of pitches a day; anything you can do to make their life easier will go a long way. Have this handy for any conversation with a journalist or editor. This does not need to be available on your website.
 
You’ll want a 3-6 page PDF that includes:

• Company Logo, lifestyle shots
• Company mission & founding story
• Founder bios & Headshots + areas of expertise they can comment to (check out my bio for an example)
• Birds-eye view of product line
• Email of who to contact for request for comment

 
Create on Press Page on your website:
Your media kit doesn’t need to be on your website because you should have a press page for incoming requests to easily contact.
This should include:

• A short press mission statement, something like “Driven by a mission to educate consumers, our brand welcomes interviews and press sample requests”
• Founder areas of expertise they can speak to (again, check out my bio for an example)
• Email of who to contact for request for comment & samples
• At the bottom: Logos of previous media coverage (Allure, Forbes etc)

 
Read & Follow: Stay on top of industry news and when you find an article where you think “Fuck, I could’ve, no should’ve been in this” pay attention to the writer and give them a follow on social. Journalists are always hunting new sources and social media puts your brand directly on their radar. Though, you’ll want to repeat the first steps before this so they know you’re press friendly!

Have a title (and website) ready: Once you've connected with a journalist and have an opportunity to contribute to a story, have a title ready for them that you send over with your responses. Your title should be the name you want known with your brand, your pronouns, a link to your website and a brief description of what your brand is. I also include a link to a drive with brand images in the title. This way, everything the journalist needs to drive traffic back to you is already given with your quotes. If you don't have a website yet, you're going to want one once you start getting press mentions. Site editors are less-likely to link to social media handles because it's so easy to change the name - which results in a dead link for them. Even if it's just a landing page with links to your social media accounts, it will help streamline all your traffic from press mentions. 

Donate product to events: Your brand may not have a publicist, but you can partner with brands that do by providing product for events or showcases that you know press will be in attendance. Everyone likes free product, so even without a budget for sponsorship, events are often open to collaboration in exchange for samples at the event.
 
Get involved with  networking groups: There are tons of industry networking groups like WomenGrow and Women In Sex Tech in New York City that press readily tap for industry comment and that have their own press lists for events.
 
As you can see, there are many of ways to boost your press appeal until you’re ready for a publicist.