Image of Foria's Colorado Debut
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Foria is a THC-infused lube that doesn’t get its users high; rather, women who apply it are purported to have a much more fulfilling and enjoyable sex experience.
 
So says Mat Gerson, Foria’s wellness director, who splits time between Colorado and California, where the product was launched initially on the medical cannabis market.
 
“This has been definitely the most interesting business story of my life,” said the Boulder native, who also co-founded Sir Richard’s condoms.
 
While he said it’s not an apples-to-apples comparison, Gerson said Foria is the “female Viagra.”
 
“It creates sensation and sensitivity,” he said. “And it helps them have a deeper orgasm, for some reason. That’s been the consistent feedback we’ve gotten from users. Women try it and they find it effective.”
 
Native Roots will manufacture the product in Colorado, Gerson said. Its new recreational shop opens at 308 S. Hunter St. the same week the Winter X Games comes to town. Gerson said they’ll be marketing the product at the Buttermilk X Games venue — cannabis is forbidden at the event — with literature and promotional material.
 
“We’ll be there with ambassadors educating people at the X Games,” Gerson said.
 
Gerson said the target consumers are the “about 50 percent of women in our culture who have challenges in their intimate lives.”
 
Initially, plans were for Foria to be rolled out in Aspen near Valentine’s Day. But Tuesday’s opening of Native Roots accelerated the Friday launch.
 
“There are 26 FDA approved drugs on the market for men with similar challenges,” he said. “There’s really not much on the market for women. It’s proving to be extremely effective for women on a broad scale. Women in long-term partnership with their partners are finding a new spark.”
 
The spray is applied to the vaginal region. “Most (cannabis) products induce psychoactive activity,” Gerson said. “But this doesn’t.”
 
The small bottles go for $44. The large ones are $88.
 
Another version of cannabis strictly for women created a buzz last week with reports of Bethany Frankel, of “Real Housewives of New York City” fame and the founder of the Skinny Girl label, launching a Skinny Girl marijuana product. The cannabis wouldn’t produce symptoms such as the munchies, thus adhering to the Skinny Girl theme.
 
Frankel was spotted in Aspen last month at the Green Dragon recreational shop in the Hyman Avenue mall. On Dec. 20, she tweeted: “OMG it’s the craziest thing to see marijuana legal in Aspen. People walking into pot stores like it’s the @Gap #prohibitiondone.”
 
Rick Carroll ~ The Aspen Times ~ January 19,2015
 
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