Article by Angela Stelmakowich, Regina Leader-Post
The teaming of Toronto-based Cronos Group Inc. with actor/best-selling author Kristen Bell is meant to get toes tapping and life relaxing.
Co-founders Cronos and Bell are betting consumers are ready to do their Happy Dance, the name of a new multi-purpose CBD brand that seeks to redefine self-care, notes a statement Wednesday from Cronos.
The products feature blends of plant-based oils and butters in enjoyable textures that are easy-to-use, it claims. They are also tested by a third-party for heavy metals, microbiological contaminants, residual solvents and pesticides.
Meant for CBD enthusiasts and new users alike, the hope is the brand has wide appeal because of its features and price-point. Kicking off with a trio of bath and body care products — a whipped body butter, a head-to-toe coconut melt and a stress away bath bomb — all offerings in the new collection are formulated with CBD from full-spectrum hemp extract and all available for US$15 to US$30. Citing her experience with Lord Jones CBD brand back in 2017, Bell says she was blown away by its quality. In fact, she used one of the CBD foot product before she would walk the red carpet in heels, Bell recently told The Ellen Show.
“As a working mom, I turned to CBD skincare as a way to turn down the volume of my life and CBD products have since become an essential part of my self-care routine,” Bell says in the Cronos statement.
“We have always been committed to improving people’s lives with breakthrough cannabinoid products, which is why we’re incredibly excited to launch an accessible, purpose-driven brand with Kristen Bell, someone we know consumers trust for her integrity and relatability,” Kurt Schmidt, president and CEO of Cronos Group, adds in the statement.
In a bid to challenge the traditional notion of self-care, Happy Dance will provide one per cent of profits from sales on its website to A New Way of Life Re-Entry Project. The Black-owned, Los Angeles-based organization provides housing, case management, pro bono legal services, advocacy and leadership development for women rebuilding their lives after prison.
“When I care for myself, I can better care for others,” Bell notes, adding her honour to be partnering with A New Way of Life Re-Entry Project.
A number of cannabis-related initiatives and products are giving back to organizations trying to fight for greater social justice and fairness. This includes Wu-Tang’s GZA Smoking Kit, profits of which will go towards
That said, cannabis and cannabis-related products have long been part of Bell’s life. Never one to shy away from speaking her mind, Bell said in 2018 of marijuana: “It rules. Weed is my drug of choice, for sure.”