I wonder if you have to reset the bulb first. I had to reset the GE Link bulb before I was able to connect it to the Almond. Here are the instructions from the Cree FAQ page to reset it:
If you have successfully set up your compatible hub, but cannot get a Cree® Connected LED bulb to pair with the hub in the applicable app, you can factory reset your bulbs. To do this, install your bulb in a light fixture and turn it on. (Tip – for best results, install the bulb where you can turn the power off at a wall switch.) Turn the light switch on and off at two second intervals until the light blinks once to indicate it has reset. This should happen at the 4th full on-off cycle. You can then turn the light off and pair the bulb with your hub via the mobile App.