There are so many success stories of brands who have gone viral on TikTok with a simple video that flooded orders for their products to the extent of selling out or getting temporarily shut down by their bank under suspicion of fraud. As a millennial who witnessed the birth of Instagram, FaceBook and MySpace (remember when?) has seen social media platforms like SnapChat, Tumblr, Vine and Vimeo come and go from marketing significance, I am always personally fascinated by how brands utilize the latest social media craze to build a community, reach their target and even un-targeted audience, and gain global recognition with a few thoughtfully planned and well-timed posts. 

I currently have no desire to be a content creator, but I love to be a content consumer when I take short breaks in my day. Without a plan to add TikTok to my offerings of professional services, I personally have resisted downloading the TikTok app; the reposted Reels on Instagram are enough distraction for me. Many of my colleagues are freelancers who need to have an established personal brand on social media in order to get bylines in our ever-competitive media market. From watching Sex Writers and Sex Educators interact with TikTok, I've learned from their experiences what plant and intimate wellness accounts can expect when trying their hand at TikTok.

I've heard from cannabis and intimate wellness brands who have tried their hand at TikTok to promote their products that unlike instagram where you can link you products in a shoppable post, any links that lead to a page selling cannabis accessories or intimate wellness products has the risk of being taken down. Brand ambassadors promoting a product tend to have better success in a product going viral on TikTok as far as product promotion for plant and intimate wellness brands however, the product itself may not be able to be shown. For instance, content creators talking about a powerful orgasm from a specific toy won't show the actual toy but link to it or offer a discount code. I've seen cannabis brands have success posting about their products with an aggregator link like a blog post that has the shoppable link in the post. 

While Meta's Instagram and Facebook have clear guidelines for what can or cannot be included in posts like genitals including female nipples (though not male), and words like "sex", "porn", and "sex work", TikTok doesn't have a "nipple", or a clear framework for what will or will not be taken down. Educational content that is more informative than vulgar like how to put in a tampon or shop for condoms can be taken down while nudity has been left untouched for some creators. What many creators have noticed is that it depends on who is reporting you, unlike Instagram which uses content moderators and AI to snuff out content that they believe doesn't fit their guidelines. Instagram usually has some type of appeal process for when AI can't tell the difference between a rose and a vulva, or educational content gets taken down that doesn't actually violate the guidelines, but I've heard TikTok is different.  Once a video is gone, there's little opportunity for a repeal.

Limitations often breed innovation and TikTok's intimacy educators and plant wellness advocates have found ways to keep providing informative and destigmatizing content. However, these solutions often dilute the brand. Words and phrases like "Erotic", "Sex Work", "Sex" and "Porn" have been butchered to "Er(*)tic", "S/W", "Seggs" and "P*rn". For brands whose target audience is people on the internet like an advocacy group for online safety for sex workers or an accessibly priced vibrator that is an easy and no-remose impulse buy, these negotiations aren't horrible although casual viewers may not take the time to translate the censorship to engage with the content. On the other hand, marketers for a luxury vibrator brand wouldn't want their products being called a "Seggs Toy" as the brand didn't invest in luxury details to have their toy lumped in by association with thousands of products that don't have similar attention to detail and intuitive  innovation. 

Cannabis brands often have to blur out any cannabis, like nugs or ground up herb. If you're main product is cannabis,  you're blurring out your flagship products that set you apart and best-sellers with cult followings. Imagine if Hamburger Helper had to advertise on TV with their product blurred out. Subliminal messaging may work for a one-off experimental advertisement, but consistently wouldn't allow the brand to build global recognition. 

The long and short of it: if you have a talented social media manager who can spare a few moments to create a TikTok here or there, it's absolutely worth a try if your brand aligns with the internet censorship guidelines. Something to keep in mind however, since TikTok's censorship is not consistent, your favorite videos may be taken down without warning or opportunity to repeal the decision. TikTok accounts that garner the most views are posting consistently. 

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 

For those purchasing pleasure products for the first time, the market can seem oversaturated with products of all colors, shapes and sizes with substantially less education on said intimacy items. Especially those new to self-love and masturbation, it may be difficult to figure out what will bring pleasure or what will leave a wave of buyer’s remorse. 

For a first-time vibrator consumer, investing $200 on a single product that doesn’t please can turn someone off the pleasure product industry indefinitely.

Before you make your purchase, figure out what you want by thinking of a few factors:

• Internal vs External Use: Some people prefer external stimulation while others want toys that hit internally
• Toy Type: There are insertable vibrators, kegel accessories, love eggs and clitorial toys for vulva owners, while popular couples toys include finger vibes and cockrings for phallus owners
• Battery vs Rechargeable: rechargeable toys ensure you never run out mid-gasm, while battery-operated toys are perfect for those traveling without access to power outlets  
• Body-Safe Materials: Consumers should only be putting body-safe and body-grade materials on their most sensitive areas. If a product does not say body-safe or body-grade, just throw it out or use it for a photoshoot. Do not put it on your body
• Waterproof: Many toys on the market today are water-resistant, while waterproof toys can be submerged and survive a shower
• Suction vs Vibration: While popular toys offer suction to simulate oral stimulation, many consumers prefer a good-old-fashion buzz
• Budget: There are quality vibes starting at $29 where more expensive brands start at $189; If you plan on using your toy daily, you'll want a higher budget and a limited warranty. 

 
If you're not sure what type of toy you'd like, there's only one way to find out: masturbate! I got this tip from one of my mom’s Redbooks when I was too young to be reading them (I would hazard as far back as 2003): touch yourself, but not like that… yet. When you put lotion on, don’t slather it on like you’re putting wax on a table - caress yourself. Make it a point to touch yourself. See where your hairs raise, where you get a tingle down your spine, what makes your nipples harden. Turn yourself on. Make it a dance. Once you’re turned on by your own sensations, masturbate... regularly and often. Learn what makes you cry out, what makes you lose your breath, what turns your mind to putty and then think of ways a toy can help you save some of the manual labor. 

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 
Expert-Recommended products: OrganicLoven.com 
Beginner Pleasure Products: Emojibator
Social Conscious & Inclusive Pleasure Accessories: Bijoux Indiscrets
By Women For Women: Pure Romance, Dame Products, Unbound
Suction Products: Womanizer
Partner Toys: WeVibe
Notable Mention (Albeit not a Vibrator): Chakrubs
Kink & Fetish accessories: Extreme Restraints  
CBD Lubricant: TOCA 
Pleasure Oil: Her Highness
Intimacy Essentials for Penis-owners: Promescent

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 Pleasure Tech 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. 

Contrary to a conservative-leaning federal government, public opinion continues to tilt in a liberal direction, especially on the subjects of sexual wellness and legal cannabis.

Most police officers in large cities won’t waste their time anymore detaining or even questioning pedestrians smoking cannabis. Every day, women are reclaiming their sexuality from the patriarchy that has sought to exploit and control them. Even on the most generic of ad spaces, the walls of subway cars, riders can find promotions for pills aimed at men with erectile dysfunction, panties for women who don’t want to wear tampons, and funny-but-serious messages reminding passengers to get tested for STDs.

Attitudes about sex, spirituality, and drug culture are changing every day, whether you’re a college student walking into a dispensary to grab edibles to relax before an exam or a young woman scanning the growing list of powerful, predatory men accused of sexual misconduct. Most importantly, research is igniting the revolution. In the past year, educational content on the clitoris has tripled. Pharmaceutical companies are exploring THC- and CBD-powered drugs. The days of sweeping alternative notions under the rug and hoping the younger generation doesn’t notice are gone.

Also gone are the days of hypocritical, hysterical anti-drug films about the “horrors” of marijuana, the reputed “gateway drug.” The medical community now acknowledges that cannabis can safely and effectively alleviate many conditions in women and men. Gone, too, are the repressive days when adults had to slink to the back of a pharmacy and lurk at the counter until everyone else had gone before purchasing intimate products meant to stimulate pleasure sensors. It’s all out in the open — available over the counter, on TV, or online. Step right up: no waiting, no embarrassment necessary.

Intimate brands for women — with targeted, high-grade products that women and men want to use — are exploding in the marketplace, and finally answering the question: What do women want?  In that same regard, cannabis companies with pure-extraction processes, quality-sourced material, and modern customer-service practices are the norm now. The same goes for legal cannabis itself.

Consumer brands for sexual wellness and legal cannabis have been condensed into one catchall group: VICE CATEGORY. Since 2013, the proliferation of vice category consumer products has exploded and will continue to inspire entrepreneurs looking to cater to people interested in investing money in their sex lives and smoking pleasure.

From disruptive female-led sexual-wellness companies like DAME and THINX to science-backed cannabis manufacturers like Aboslute Xtracts and TopStone, today’s vice category brands are far from the primitive toys you bought at seedy sex shops or the lumpy joints you purchased furtively from a dealer outside a concert venue.
As such, it’s crucial that these brands not only sell and run their business differently, but also interact with their customers and potential customers modernly, often through targeted media campaigns and in-depth press coverage. It’s not enough to have a publicist or a vague strategy when it comes to sex and cannabis public relations; standing out in this emerging industry requires a compelling brand story beyond the sensationalism of sex or cannabis and can curate memorable: profitable storylines  that resonate with media and customers  alike. Given these sensitive topics, one bad media experience can lead to a full-on scandal, so reliable media relations is essential for emerging vice-category brands.
 
While there are many wonderful lifestyle firms that cater to sexual wellness and cannabis brands, targeted and specialized boutique firms catering to startups and emerging brands can carry the expertise of a large firm with the hustle of a freelancer.

Here’s what to look for when picking a publicist or PR firm for your vice category brand:
 
Education over sensation
Many brands with low media exposure can feel “all press is good press.” Publicists who sell that notion tend to curate the type of sensational brands that trigger negative backlash in the comments section, and sometimes even in broader published reports. Rather than investing in a publicist who curates headlines around the price, a celebrity following, or the sensational reaction, hire the PR professional who takes time to educate the media beyond just introducing the brand. Adding education to your media strategy creates loyalty among audiences who seek brands out for their expertise beyond their product.

Example: “The 22K Vibrator Beyoncé Owns” vs. “Why investing in self-pleasure can lead to career empowerment”
 
Storytelling over headlines
There can be only so many articles “Introducing the latest women-led sex-tech company.” Rather than pitching another feature with that tiresome headline, an adept publicist generates unique and original storylines, piquing the interest of journalists.

Example: “This rolling paper is made with 24K gold” vs. “How to host the ultimate Gatsby-themed party, complete with elegant smoking accessories”


Media relationships over news blasts
Many consumer-focused PR firms have databases containing thousands of press contacts, most of whom don’t cover specific topics regularly but will gladly accept product that may sit in their office unopened for months.
A specialized publicist understands the likely budgeting constraints of vice-category brands. Often, such brands are startups lacking the ability to gift 50 samples for just a couple of placements in return. A publicist who keeps a brand’s budget in mind and relies on her media relationships to create a powerful campaign always produces more ROI for the client than a PR firm that merely blasts information into cyberspace and hopes it intrigues an influential reporter or blogger. 

Example: Gifting 100 samples to random media outlets and receiving fewer than 10 secured placements vs. sending 15 samples to targeted journalists with 10 secured placements


Executive expertise over product placements
Googling “best sex/cannabis products of 2018” reveals to anyone with an eye for public relations the top journalists and writers featuring vice-category consumer products. Merely placing a product in a roundup of “Ways to get high at a summer festival” doesn’t spotlight the brand as much as coming up with topics and commentary points for executives that fit into news cycles.

Publicists and marketing aficionados alike learn how to place products as interns: It’s PR 101. Curating a thoughtful storyline or showcasing relevant expertise that writers, bloggers, and vloggers can use in their coverage, however, requires patience, timing, skill, creativity, and commitment to every client.