- Velveeta, in an April Fool’s Day-timed campaign, is selling hair dye inspired by its unmistakable yellow hue.
- The product, part of the brand’s “La Dolce Velveeta” platform, will be available on Amazon for $7.50 for a four-ounce jar (enough to cover a short head of hair) while supplies last.
- To promote the Velveeta Gold product, Velveeta teamed with actress Julia Fox, who wore the new signature hair color to a New York Knicks basketball game on Sunday, March 30. In a statement, Fox said she and the brand shared an unapologetic boldness.
Velveeta’s “La Dolce Velveeta” platform has been all about leaning about the brand’s quirky consumer appeal. Previous elements of the campaign have included selling 14-carat gold lip cuffs inspired by cheese drips and suggestive midnight “Foodie call” deliveries.
So, offering up a dye to turn one’s hair yellowish-orange is a natural extension of those efforts. As the press materials supporting the launch state, hair color is a vital way in which people showcase their individuality, and the more daring the hair, the bolder the attitude.
“La Dolce Velveeta is a lifestyle – always confident and forever in service of living by your own rules,” said Stephanie Vance, Brand Manager for Velveeta, in a press release. “We are always looking for new ways to help fans live La Dolce Velveeta and hair was the perfect place for us to invite pleasure seekers to proudly express themselves and show off their unique style and individuality.”
Though the product was officially launched on April Fool’s Day, and it is a bit of a cheeky play on the brand’s appeal to consumers, it is no joke. The hair dye has been available on Amazon for $7.50 for a four-ounce jar and instructions call to apply the product thoroughly and evenly to dry hair and allow it to process evenly before using a mild shampoo to rinse until the water runs clear.
