Celebrity endorsements are common. We see and hear them daily. It is part of our culture and does bring some benefits to the consumer.
Whoopi Goldberg recently announced the launch of her company. Whoopi & Maya hopes reduce menstrual pain and cramps. The new line will sell in California. Their website advertises their four initial products. "Even Queen Victoria found relief once a month with her favorite THC infused tincture," the website states.
Is this an example of someone using their money and stature to help others find the help they did or someone using their name to make a buck? Probably the former. Goldberg has written and spoken about the benefits of marijuana for years, but there will be those looking to do the latter.
Goldberg is just the latest on a growing list of celebrities that have entered the marijuana business.
Tommy Chong, Snoop Dogg and Willie Nelson are examples of celebrities known almost as much for their weed use as their work.
Mellissa Etheridge has spoken about the benefits of marijuana for years. She credits it with helping her fight breast cancer, which she was diagnosed with in 2004.
"It helped with the psychological effects of being on chemo and trying to understand what's happening to you," Etheridge told CBS News in June 2015.
Etheridge helped to create a marijuana-infused wine.
Sports athletes have also entered the cannabis industry.
Former NBA All-Star Cliff Robinson's Uncle Spliffy Sports Cannabis products are planned to be for sale by the end of the year. The website says it will be "marijuana designed for athletes."
Seven time X Games gold winner, Tanner Hall, teamed with Black Rock Originals. Hall and the Denver-based cannabis-accessories company created the Skiboss Collection.
"I used it when I competed at the X Games," Hall told The New Yorker in March 18 article. "It helps with the stress, with the anxiety. And then, afterwards, as a relaxing agent and pain reliever."
Hall's partnership with a cannabis company is a rare thing—an active athlete endorsing marijuana related products.
Some may fear that celebrity endorsements will lead to someone putting out a product that will rely on their name recognition and not quality.
Some will realize that this can be just one more step in legitimizing this growing industry.
Does anyone really think that Tommy Chong or Snoop Dogg would put their name on a product that marijuana enthusiast would consider "bunk?"
One benefit of having someone famous, who is also a consumer, behind a product is that it will strive for consistency as well as high quality. This is important in an industry that some could easily view as very inconsistent.
Another benefit is more specialized products aimed at particular markets. Athletes may have trust for a product that someone who has succeeded in their field supports.
Of course, the fears of celebrities cashing in on their name to sell products is a very real one. How long untill we see Donald Trump's THC-infused hair growth balm?
I would argue that will only legitimize the industry more and that consumers are generally wise enough to not just buy anything with a famous name on it. Cannabis consumers are much more educated, especially on their weed, than the stereotypical view. As more and more successful people share how marijuana contributed to their success it will lend more creditability to the industry.