Canadian cannabis product manufacturers are allowed to use a distinct logo but not a signature color under the country’s “plain packaging” rules. Paltrow doesn’t own or represent a cannabis product line yet, but that may be inevitable. He’s the latest to join an impressive roster of celebrities who have partnered with Canadian cannabis multinationals like Canopy Growth. Wiz Khalifa: Rapper Khalifa partnered with Supreme Cannabis Company for his KKE brand products and premium signature strain Khalifa Kush. In retirement, he founded medical cannabis brand Ross’ Gold, which operated in the U.S. and Canada, and the CBD company Legacy Brands.
When consumers spend their hard-earned dollars, do they really buy into images of sweaty yet existentially handsome Matthew McConaughey trail-running through a primordial forest before jumping into his Lincoln Navigator—or do they do research and buy the best car? Do fashionistas really believe a little Kar-Jen magic will rub off on them if they buy a box of Kylie’s new eye shadows—to the tune of a billion-dollar beauty empire?
Celebrities and commerce have been bosom buddies for as long as there have been famous people and products.But why? Why listen to Jennifer Aniston when she hawks Smart Water and Aveeno?
Researchers say the celebrity...
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