--- title: Next Steps for Brands and CBD Topicals description: "CVS announced its launch of CBD topicals in stores nationwide. This news raises the questions: Why are they only selling CBD topicals? What CBD product segments to retailers sell next?" image: https://blog.brightfieldgroup.com/hubfs/5c93b9d716645d5a2de8be6d_portal_page_image-1.jpg --- [![brightfield group logo](https://blog.brightfieldgroup.com/hs-fs/hubfs/BrightfieldGroup_logo_web-02-1.png?width=286&name=BrightfieldGroup_logo_web-02-1.png)](https://www.brightfieldgroup.com/) - [Platform](https://www.brightfieldgroup.com/wellness-cpg-industry-insights) - - [Overview](https://www.brightfieldgroup.com/) - - - Solutions - [Consumer Insights](https://www.brightfieldgroup.com/wellness-cpg-industry-insights) - [Social Listening](https://www.brightfieldgroup.com/social-listening) - [Brand Health](https://www.brightfieldgroup.com/brand-health) - [Custom Research](https://www.brightfieldgroup.com/custom-research) - - Industry - [Wellness CPG](https://www.brightfieldgroup.com/wellness-cpg-industry-insights) - [Hemp Derived THC and CBD](https://www.brightfieldgroup.com/cbd-industry-insights) - [Cannabis](https://www.brightfieldgroup.com/cannabis-industry-insights) - - Role - [Marketing](https://www.brightfieldgroup.com/refine-target-audience#marketing) - [Strategy](https://www.brightfieldgroup.com/refine-target-audience#Strategy) - [Innovation](https://www.brightfieldgroup.com/refine-target-audience#Innovation) - [Finance & Sales](https://www.brightfieldgroup.com/refine-target-audience#Finance-Sales) - [Company](https://www.brightfieldgroup.com/about-us) - - [About Us](https://www.brightfieldgroup.com/about-us) - [Leadership](https://www.brightfieldgroup.com/our-team) - [Methodology](https://www.brightfieldgroup.com/methodology) - [Contact Us](https://www.brightfieldgroup.com/contact-us) - [Blog](https://blog.brightfieldgroup.com/) - [Resources](https://www.brightfieldgroup.com/resources) - [Log In](https://app.brightfieldgroup.com/account/login) [Articles](https://blog.brightfieldgroup.com/tag/articles) [CBD](https://blog.brightfieldgroup.com/tag/cbd) [Consumer Insights](https://blog.brightfieldgroup.com/tag/consumer-insights) # CBD Topicals: Where Do Brands Go From Here? ![Connor Skelly](https://blog.brightfieldgroup.com/hubfs/connor_skelly.png) Written by [Connor Skelly](https://blog.brightfieldgroup.com/author/connor-skelly) [LinkedIn](https://www.linkedin.com/in/connorskelly/) [![Download our free 2019 US CBD Market Report](https://no-cache.hubspot.com/cta/default/3989871/54809b95-52e0-4c87-9d15-ad917a6b5778.png)](https://cta-redirect.hubspot.com/cta/redirect/3989871/54809b95-52e0-4c87-9d15-ad917a6b5778) Topicals are hemp CBD-infused lotions, balms and oils that are absorbed through the skin for localized relief from chronic pain or tension – or even in some cases, hydration. Because topicals are applied directly for quick alleviation of symptoms, consumers are increasingly turning to these products for instant, therapeutic relief from the discomforts brought on by anxiety and chronic pain conditions – two main concerns for topicals users. ‍ Topicals are a common "starter" product type for mid to large-sized retailers. A main reason is that there are [less regulatory implications](https://blog.brightfieldgroup.com/cbd-market-research) which means less risk. The FDA has not put forth an official stance on topicals, only food additives and supplements. Brands can easily place topicals on the shelves for a wide range of retail channels such as supermarkets, pharmacies, gyms, convenience stores, and more. We saw this with [the announcement](https://t.sidekickopen10.com/s2t/c/5/f18dQhb0S7lM8dDMPbW2n0x6l2B9nMJN7t5X-FfhMynW4XXLDd5w05k4W56dRm349rnVg102?t=https%3A%2F%2Fwww.bloomberg.com%2Fnews%2Farticles%2F2019-03-20%2Fcvs-joins-cannabis-derived-wellness-trend-selling-cbd-products&si=7000000001326917&pi=b7e6c9ae-1494-41e9-8383-34f1ea156031)of CVS stocking its shelves in over 800 stores with CBD topicals. This is the largest brand that has publicly announced their involvement in the CBD industry thus far. ‍ Because topicals can be sold in a variety of stores, it attracts a wide range of consumer segments like athletes, working parents, elderly pain patients, etc. For example, topicals have wide appeal in the area of sports medicine, given their anti-inflammatory and pain relief properties, and several manufacturers are reportedly developing topical CBD products tailored to athletes and fitness-oriented consumers in response to increased consumer demand and interest. ‍ But where do brands go from here? Once topicals are on the shelves, what do they need to consider? ‍ The FDA is still determining the proper legal pathways for CBD to be included as a supplement and this is leaving retailers hesitant to enter the space. It is clear that topicals are a good way for brands to dip their toes in the CBD water - which [also happens to be a product](https://t.sidekickopen10.com/s2t/c/5/f18dQhb0S7lM8dDMPbW2n0x6l2B9nMJN7t5X-FfhMynW4XXLDd5w05k4W56dRm349rnVg102?t=https%3A%2F%2Fwww.brightfieldgroup.com%2Fpost%2Fcbd-water-trendy-or-here-to-stay&si=7000000001326917&pi=b7e6c9ae-1494-41e9-8383-34f1ea156031) - as this market continues to emerge. With the CVS announcement, it is only a matter of time before other major chained retailers: ‍         1. Launch their own CBD offerings         2. Expand into other product segments ‍ In order for manufacturers and retailers to effectively expand into other product segments, the FDA will need to create pathways for them to do so. Beyond that, retailers will need to understand where to invest their budgets for the biggest impact on product development and marketing strategies. Product types, geographical areas, and, most importantly, customer personas and segments, all need to be considered when making these decisions. ‍ To get a more expanded view on which retailers are going after CBD, check out our [recent post!](https://www.brightfieldgroup.com/post/retailers-enter-cbd) Last updated: March 21, 2019 Close filter ### Stay on top of the latest in CBD and cannabis with our newsletter! ### Our picks - [Why We Triangulate (And Why That's Just the Beginning)](https://blog.brightfieldgroup.com/why-we-triangulate) - [What Social Data Can’t Tell You About Women’s Wellness (And What Can)](https://blog.brightfieldgroup.com/what-social-data-cant-tell-you-about-womens-wellness-and-what-can) - [The Trend Report Is Dead. 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