Culture Travel

The long, strange road to cannabis comforts

CBD, a hemp derivative emerging from recent restrictions in marijuana laws in the U.S. and Canada, is now showing up in spas, on health shop shelves, in foods, teas, and even lipsticks. A recent invitation to Glen Ivy Hot Springs in Corona, California, came with a chance to experience a CBD massage as an elixir added to a traditional Swedish massage and touted to take away any pains … and more.

California, which legalized marijuana for recreational use in January, has been struggling to regulate an industry that has for years managed quite well on its own but is now getting scrutiny from agencies requiring studies, data and transparency. And that includes educating the public about the realistic benefits and pitfalls of cannabis use in all its forms.

At Glen Ivy, that meant discussions with Vanessa Marquez, CEO of CBD Care Garden, who noted how the products at hand bind with the body’s receptors to communicate between skin and brain for a whole host of benefits.

Vanessa Marquez, CEO of CBD Care Garden

“We talk about the ‘entourage effect’ when discussing CBD in particular. That means that CBD works in conjunction with more than 500 other phytochemicals, including a bit of THC, to combat inflammation, bacteria and pain and promote healing. But you will not experience any of the effects or highs of THC by using a CBD product.”

No matter what the tests say and the subjects purport, the demand is strong enough in the travel and leisure sector that some Four Seasons properties are now offering CBD treatments. Marriott plans to incorporate the miracle elixir where possible in its spa treatment programs and MGM Resorts is also in talks with the company, Marquez says.

Quantum Effects of Cannabis

As of October, no fewer than 46 states had some kind of CBD legalization language on the books. According to data compiled by the market research company Mordor Intelligence, the global cannabis market was valued at $7.7 billion in 2016 and is expected to reach $65 billion by 2023 while growing at a compound annual growth rate of 37 percent during the forecast period.

The growth is explained by the spread of global legalization beginning to take place for medical products as well as recreational. Currently, North America accounts for 95 percent of the market. However, only select states in the U.S. have legalized cannabis for both medical and recreational use — California, Nevada, Colorado, Washington and a few others.

Canada and Uruguay are the only two countries to have passed bills to legalize cannabis nationwide. Impending market regions include European countries such as Spain, Netherlands and Italy, who are expected to legalize cannabis for medical use in the near future.

Recent research by A.T. Kearney into American and Canadian consumer attitudes toward legalized cannabis revealed that more than three-quarters (76 percent) would try medicinal cannabis products and about half would try cannabis-enhanced consumer products such as snack foods (55 percent), nutritional supplements (50 percent) and cosmetics (43 percent).

While North American attitudes toward marijuana are relaxing almost as quickly as the laws that regulate it, what may be unexpected is how many consumers indicate their readiness to test legal cannabis products and their positive attitude toward brands that would bring them to market. Reports indicate that the increasing clinical trials and approvals of medical cannabis products will continue to drive the growth of the market.

To Read The Rest Of This Article By Lark Gould on Multi-Briefs: Exclusive

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Published: October 29, 2018

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