Direct-to-consumer menâ€™s brand Scotch Porter thinks CBD is the future of its menâ€™s grooming business. This week, the 2-year-old company launched a four- piece, limited-edition Cannabidiol beard collection, comprised of a wash, a conditioner, a balm and a serum.
While cannabis-related products have been a growing area in the last year among womenâ€™s beauty and wellness brands, as well as beverage companies like Dirty Lemon, menâ€™s products have remained largely untapped, said Scotch Porter founder and CEO Calvin Quallis.
â€œCBD is definitely a trendy ingredient right now, but there is a large opportunity in grooming because of its abilities with skin sensitivities, like eczema, dryness, irritation and flakiness,â€ he said.
CBD accounted for $190 million in retail sales last year, according to Hemp Business Journal, and that is without the larger support of beauty retailers like Sephora and Ulta.
Quallis does not plan on releasing additional scents or category updates too frequently.
â€œWe are not the kind of company where 10 new scents or 10 new products in the same category would ever make sense,â€ he said. â€œWe have to be thoughtful about what to add and when, and let our customers guide how our collections grow.â€ The company currently experiences a repeat purchase rate of 55 percent per month, demonstrating its existing loyalty, said Quallis.
From a marketing perspective, Scotch Porter will be pushing the CBD launch on social media, through an increased micro- and macro-influencer marketing push, and via email. (Emails drive 30 percent of the brandâ€™s e-commerce sales.) â€œInfluencer marketing continues to be an important piece of our marketing mix, representing 20 to 25 percent of our marketing spend. We expect that to grow to 28 to 30 percent in 2019,â€ said Scotch Porter senior brand director Aleesha Worthington.