Christopher Gavigan a renowned entrepreneur & best-selling-author helped build the $1 billion baby and beauty firm, the Honest Company, alongside actress Jessica Alba, by focusing on health products and consumer trust. Now, he wants to apply the same formula to the emerging market for hemp products with Hollywood actress Jessica Alba called PRIMA.
Some Honest CBD
The Honest Company if you didn’t know is an American consumer goods company, founded by actress Jessica Alba, that emphasises household products to supply the marketplace for ethical consumerism.
This year Gavigan disclosed he has raised $3.3 million for Prima, a startup that will offer an online platform to educate people about the potential benefits of the hemp derivative CBD, and eventually sell CBD-related products. According to a press release from the company, prima wants to help lead the global transformation from “fear-based cannabis prohibition into a hemp industry fueled by facts, market data, medical research, customer-patient experiences, and evolving legislative solutions.” Essentially, prima want to help de-stigmatize CBD and re-label it as a wellness ingredient, not an intoxicant.
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In an interview with Fortune, Gavigan said Prima, which is being funded by the venture capital firms Lerer Hippeau and Greycroft, will help to clear up what he described as confusion surrounding CBD and other cannabinoids, which according to Gavigan, Prima plans to work with the FDA to have CBD products labelled as a nutritional supplement and all-natural compound found in the hemp plant. This will help any new CBD businesses looking to get started by helping to turn the tide of public perception.
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Creams and oils are on the table while they figure out the marketing regulations. Ingestible products too, soft-gels and mix-ins powdered blends to pour into tea or coffee. One focused on immunity, another on sleep and another one on energy.
As of now, the website is just an email signup form to request early access to the site.
Prima using its pedigree to destigmatize CBD
Gavigan and Alba are working on a content rich site to “educate while it persuades”. Both are used to navigating the waters of “green” products and talking to an audience about making better choices. Consumer trust is at the core of Prima. They’ve got their usp’s down. Can’t wait to see what they come up with.
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The timing is impeccable.
The niche for trusted CBD products is huge.
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