Embargo: Nicole Kidman to endorse U.S. cannabis company

Avenir Wellness Solutions

08/12/2020 13:25

Dec 8 (Reuters) - Academy Award-winning actress Nicole
Kidman has signed up to promote cannabis-based products for
U.S.-based Cure Pharmaceutical, the company said on Tuesday, the
latest celebrity to endorse the plant for its therapeutic and
pain relief related benefits.
    Kidman will help the unit, Sera Labs, boost its
multi-channel distribution efforts and sales of an anti-aging
skincare line and for its pain relief body creams and serums. 
    The actress will also be "key in development" of three
products the company will launch next year, Cure Pharmaceutical
Holding Corp  CURR.PK  said.
    A non-psychoactive compound derived mainly from the hemp
plant, cannabidiol, or CBD, is being researched for various
medical applications and has found increased use in relaxatives
and beauty products.
    Demand for CBD and other cannabis products has skyrocketed
this year as the coronavirus pandemic kept people at home,
limiting entertainment options and adding to stress.
 urn:newsml:reuters.com:*:nL1N2IK22N
    However, traditional advertising and marketing avenues
remain off-limits due to tight restrictions on cannabis, and
companies have partnered with celebrities to build their brands.
    Cronos Group Inc  CRON.TO  tapped actress and New York Times
best-selling author Kristen Bell to launch 'Happy Dance', a CBD
skincare brand in October. 
    Celebrities have also jumped on the bandwagon. Rapper Jay-Z,
lifestyle guru Martha Stewart and singer Willie Nelson are among
celebrities who have partnered with or launched their own CBD
product lines.

 (Reporting by Rithika Krishna in Bengaluru; Editing by Sriraj
Kalluvila)
 ((Rithika.Krishna@thomsonreuters.com;))