AUG 2019

DAYSPA is the business resource for spa & wellness professionals! Each issue covers the latest in skin care, spa treatments, wellness services and management strategies.

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August 2019 • 55 conditions like acne. That said, CBD is not yet FDA approved, so it's illegal to claim that CBD products or services can "prevent, treat, diagnose or cure a disease"—a key reason it's important to be mindful of how you market these offerings. KNOW YOUR PRODUCT As with anything you promote to guests, knowledge is power when it comes to talking up CBD—and that's especially true when you consider how little clients may know. "I've navigated an insane range of questions, but it boils down to working to convey accurate information," says Ella Cressman, LE, owner of Ella Cress Skin Care in Wheat Ridge, Colorado, and director of sales and education for Color Up Therapeutics, a CBD-infused skincare line. "CBD is helpful for calming infl amed skin. It won't get you high, but it can be benefi cial for aches and pains," she details, adding that although you can't discuss illnesses like cancer, you can share your own personal experiences. Of course, you must also thoroughly vet the quality of any products you add to your offerings. Because the government doesn't regulate CBD, label claims don't always match what's inside the bottle—and a 2017 study in the Journal of the American Medical Association found that of 84 CBD products analyzed, only 31 percent were accurately labeled. So, how can you be sure you're stocking the right stuff? Hilton-Farmer carries only Cannabis Basics and Kush Creams, as they're approved under Washington State's Cannabis Health and Beauty Aids (CHABA) law, and they've both built up a reputation over the years. Similarly, Katerina Rozakis, PhD, LCSW, BCIM, founder of the Insight For Wellness Center in San Ramon, California, sticks to organic, third-party tested CBD from established companies like Borbón Skincare, Charlotte's Web and Canna Hemp. If you're not sure about a particular brand, talk to the manufacturer directly, advises Cressman. "Ask for the science that supports their position. Ask for the Certifi cate of Analysis (COA) to show the composition of the hemp extract. Ask what specifi c ingredients they paired with CBD, and why," she says. "Also, look for a company that has intentional products. You should use a massage oil for massage and a sublingual tincture under the tongue, and they shouldn't be interchangeable." SAMPLE WITH CARE You may be tempted to sell spa-goers on CBD by offering freebies, but keep in mind that these aren't the sorts of giveaways that always elicit an immediate sale. "At times, we offer samples of our topical CBD oils, creams and serums for those who may be hesitant to purchase. However, with CBD, effects may be felt slowly; sometimes it takes more than a few applications to see the benefi ts," explains Rozakis. That's why Cressman would love to see fewer free products given out, and more free consultations. "Samples are great for experiencing scent and texture, but not for real results," she notes. "In the CBD-infused services and products niche, it's education that will satiate the curiosity." Rozakis agrees: "I get the word out by providing literature, consultations, presentations and podcasts to educate my clients and the public on the benefi ts of CBD. Staying on top of the changing times is a plus and a secret to success." As with anything you market, knowledge is power when it comes to talking up CBD. © GETTY IMAGES

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