Golden Globe and Emmy Award-winning actress Nicole Kidman is joining the CBD space, becoming the latest in a long list of celebrities involved in the industry.
According to information procured exclusively ahead of an official announcement, the artist has joined CURE Pharmaceutical Holding Corp CURR’s subsidiary SeraLabs as its first strategic business partner and brand ambassador. In her role, Kidman will not only be the face of the brand, but will also help strategically guide the company and participate in product development.
“SeraLabs and I are aligned on the importance of empowering women within business. So, while I loved the products, I loved even more that I was joining a company that had the same values around women in business as I do,” Kidman said in an exclusive interview.
SeraTopical - SeraLabs
Nancy Duitch, SeraLabs CEO and CURE Pharmaceutical chief strategic officer, agreed.
Conducting business in an industry as competitive as the beauty, health and wellness industry, Duitch knew she needed the perfect strategic partner to make an impact: someone who was “as passionate about the industry and growing the business” as her team and her are.
“Our missions were aligned from the start, and I knew Nicole was serious about rolling up her sleeves and being an integral part of the company. Nicole possesses all of the qualities I was looking for in a brand partner, our work ethics are very similar. In addition to understanding the brand, she truly cares about creating solution-based products where women and men of any age can have access to the highest-quality, innovative, anti-aging skincare, pain-relieving and ultra-hydrating products available at affordable pricing,” she said.
Kidman revealed she became particularly interested in CBD after using it to treat an ankle injury last summer.
“Last year I had an ankle injury and a friend introduced me to topical CBD. I tried it out and felt the benefits immediately. Now is it something I can’t leave the house without. I carry our Rapid Soothing Pain Creme in my purse and love how easy it is to apply,” declared Kidman, highlighting how easy the SeraLabs product she uses, a roll on, is to apply.
“It’s not messy at all,” she added.
When Duitch heard about this story, everything fell into place. She was waiting for the perfect strategic partner, and Kidman checked all of her boxes.
“Nicole and I clicked immediately, and I knew she was perfect as our Strategic Partner and Global Brand Ambassador. The next natural move to catapult the SeraLabs brand into a league of its own was with Nicole having an integral role in the company.”
Avoid The Easy Way In
Unlike many other celebrities in the CBD and cannabis industries, Kidman is not simply lending her face and name to a company, endorsing it in exchange for a big fat check.
Instead, the actress is deeply involved in SeraLabs.
“I’ve worked on an endorsement level with many brands I’ve loved before, but this felt different,” she explained when prompted about the issue.
“As I mentioned before, I loved how they put an emphasis on fostering women leaders within the company. I also was intrigued by the science SeraLabs uses to develop their products and how we could work together to develop new ones. Most importantly, I saw there was a gap in the beauty market where this could be really beneficial to a lot of people I know.”
For her, it’s an intergeneration issue.
“I’ve been really proud in the last several years to make career and business choices that my girls would look at in the future and be proud of and say, ‘yep, that’s my mama!’ So, whether it’s been taking ownership of the projects I’m doing for film or television or being more than just the face of the brands I partner with, I want them to know that they have the power to be anything they want and achieve everything they want to achieve.”
By means of conclusion, Duitch shared, “I think many people are still confused when it comes to CBD, and Nicole aligning with an anti-aging, pain-relieving body care line that uses CBD is a gamechanger. She has a powerful voice and one in which we believe will open the door for millions of new advocates of our brand.”
Additionally, she said, Kidman will be working on creating products that are solution-based and meaningful to her. This, she expects, will resonate with SeraLabs’ customer base, as well as new customers gained from the partnership.
“The possibilities are endless. We see the company growing exponentially and when you add Nicole in the mix who is known for her integrity and authenticity and has been very discerning in what she promotes, this becomes a win-win for the brand and the consumer. Additionally, Nicole is a smart businesswoman, and her creativity and knowledge of the health, wellness, and beauty industries are invaluable to us,” Duitch ended.
Photo: Eva Rinaldi.
This article was originally published on Forbes, and republished here with permission.
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