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-ageing skincare line and for its pain relief body creams and serums.
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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. 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.
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