Kraft Heinz brand Velveeta has launched into the beauty space with the release of Velveeta Gold semi-permanent hair dye. The launch follows the trend of other recent food and beverage brand collaborations, like last month’s release of McDonald's nail polish, nail sticker set, nail topper, and press-on nail set in partnership with Nails.Inc.
The company's press release said the limited-edition release of Velveeta Gold is inspired by the unmistakable golden hue of Velveeta cheese in an effort by Kraft Heinz to encourage the 'lifestyle of La Dolce Velveeta.'
'Living La Dolce Velveeta'
About the launch, Stephanie Vance, Brand Manager for Velveeta , shared that “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” in the company’s press release.
To spearhead the product’s launch campaign, Kraft Heinz tapped actress Julia Fox as its brand ambassador, who “debuted her bold new hair for the first-time courtside at this past Sunday’s basketball game in NYC,” the release confirmed.
Regarding the choice to partner with the brand for its semi-permanent hair dye launch, Fox explained in the release that “when Velveeta shared what their brand is all about, it truly resonated with me as I am always trying to live life to the fullest and go all in for the things I love.”
She was further quoted as explaining, “I love my pasta and cheese, so Velveeta is an immediate yes, and Velveeta Gold hair is a look I can totally get behind.”
The product is now available through Amazon and is priced at $7.50 – the same price as a loaf of golden Velveeta cheese.
Part of a more significant trend
Over the last several years, multiple food and beauty product brands have formed unlikely partnerships in a growing trend to appeal to a broader audience. For example, in 2016, fast food chain KFC released a collection of edible nail polishes to receptive consumers in Hong Kong, and more recently, companies like Cheetos and Hershey’s Chocolate have launched cuisine-inspired eyeshadow palettes.
Even Chipotle has jumped on the trend, partnering with e.l.f. Cosmetics in 2021 to formulate and launch an eyeshadow palette, lip gloss, face sponge, and makeup bag inspired by the fast-food favorite’s offerings. As Forbes reported, that collection was well-received by consumers and followed a previous collaboration that ‘sold out in minutes.’
The trend of food brands entering the cosmetics space reflects the ever-evolving nature of consumer culture and marketing strategies, including brand extension and diversification to reach a wider audience, leveraging brand identity to capitalize on the emotional connections consumers have with their favorite food items, tapping into trends and pop culture to generate buzz and excitement around product launches, and creating novelty and exclusivity to stand out in a saturated market space.
As influencers on platforms like TikTok and Instagram continue to drive sales of cosmetic and personal care products, food brands will likely continue to enter the makeup market, reflecting the broader trend of convergence between different industries and consumer preferences.