Cannabis & Beauty The US Female Consumer Viewpoint July 28, 2018 - - PowerPoint PPT Presentation

Cannabis & Beauty

The US Female Consumer Viewpoint

July 28, 2018 – Cosmoprof North America

Past PinkReports

2018 PinkReport

The New Age of

Naturals

September 2018

Screeners Demographics Shopping Behaviors Spending Behaviors Natural/Organic IQ Brands Preferences Retail Channel Preferences Nutraceutical Use Influencers & Motivators Attitude Drivers Brands that have Moved the Natural Needle Purpose of the Report

• The 2018 PinkReport provides a detailed look at the US beauty

and personal care consumer benchmarked against data collected in TBC’s 2008 PinkReport, “The Age of Naturals.” The online survey was completed by ~4,181+ female and male beauty and personal grooming consumers. The comprehensive survey instrument included 88 in-depth questions, and was developed based on exploratory psychometric and demographic questions. Research Execution

Report Methodology

• US Women and Men, Vetted Beauty and Personal

Grooming Buyers

• Ages: 18+
• Online Fielding, May 2018

“

Hemp/Cannabinoid Product Awareness and Usage

64% of all women surveyed aware that some beauty and personal care products contain hemp or cannabinoids 30% have purchased beauty or personal care products containing these ingredients

30% 37% 35% 29% 16% 19% 20% 17% 16% 29% 51% 43% 48% 54% 55% 0% 10% 20% 30% 40% 50% 60% Total Gen Z Millennials Gen X Boomers

Have Purchased BPC Products with Hemp or Cannabinoids

No, but would give them a try No, and I dont want to Yes

Awareness & Purchase

36% 37% 37% 40% 43% 33% 37% 37% 39% 37% 38% 34% 36% 39% 35% 41% 29% 23% 31% 24% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Its medicinal value is well-documented Hemp/cannabis is a potent cosmetic ingredient It is chock full of vitamins and antioxidants Hemp/cannabis is a “good for you” ingredient Great product reviews

Top 5 Reasons She Uses BPC Products with Hemp/Cannabinoids

Boomers Gen X Millennials Gen Z

Where Buyers Shop Hemp/Cannabis Beauty or Personal Care Products

24% Will not shop Amazon for fear of authenticity/vetting sellers

38% 34% 27% 21% Brand specific websites

10% 15% 16% 18% 18% 21% 24% 30% 52%

0% 10% 20% 30% 40% 50% 60%

Wouldn’t know where to buy them It’s illegal on the federal government level I’d be willing, if I had a free sample I don’t want to get high It’s just hype Haven’t seen any product reviews on them My current products are good enough Don’t think they’d be safe for my skin Don’t understand the benefits of using them

Why She Doesn't Want to Try a BPC Product Containing Hemp or Cannabinoids

Does She Know Her CBDs?

True, False or I Don’t Know?

Statement (percentages in white represent all consumers who completed the study in 2018) True False I Don’t Know Hemp and marijuana both contain phyto- cannabinoids 28% 14% 59% All hemp and marijuana products are

• rganically grown

16% 49% 36% Marijuana is legal in some states but is still illegal according to federal law 79% 3% 18% Both marijuana and hemp can make you high because they contain THC 16% 51% 34% The CBD found in marijuana plants is the same CBD found in most beauty and personal care products in that category 18% 20% 63% Hemp-derived CBD is legal in all 50 states 26% 15% 59% Hemp and marijuana are in the cannabis family, so that makes them the same 15% 64% 22%

Types of Products Bought and Her Favorites

4% 10% 19% 16% 22% 27% 28% 33% 52% 54% 5% 6% 16% 19% 21% 22% 26% 31% 47% 58% 3% 3% 14% 13% 16% 23% 21% 20% 38% 59% 2% 2% 13% 9% 9% 17% 12% 13% 30% 46% 0% 10% 20% 30% 40% 50% 60% 70%

Shaving products Color cosmetics Haircare products Treatments (for dry skin, etc ) Facial skincare Oil Bath & body products Lip balm Hand cream Body skincare

Cannabis-based BPC Products She's Buying

Boomers Gen X Millennials Gen Z

Her Favorite Brands

For more information, contact: The Benchmarking Company 11710 Plaza America Drive Suite 2000 Reston, VA 20190 Office: 703-871-5300 x102

Denise Herich Co-founder, Managing Partner denise@benchmarkingcompany.com