Kraft Heinz’s brand Velveeta has entered the beauty space with the release of Velveeta Gold semi-permanent hair dye. This launch follows a trend of collaborations with other recent food and beverage brands, like McDonald’s nail polish, nail sticker sets, nail toppers, and press-on nail sets released in partnership with Nails.Inc last month. It is.
The limited-edition release of Velvita Gold is part of Kraft Heinz’s efforts to encourage “La Dolce Velvita Lifestyle,” according to a company press release. It is said that it was inspired by.
“Living La Dolce Belvita”
Commenting on the launch, Belvita brand manager Stephanie Vance said: “We’re always looking for new ways to help our fans enjoy La Dolce Belvita, and we’re always looking for new ways to help our fans enjoy La Dolce Belvita, and hair is the ultimate choice for those looking for fun. “It was the perfect place for me to proudly express myself and show off what makes me special.” Unique style and personality,” said the company’s press release.
To spearhead the product’s launch campaign, Kraft Heinz tapped actress Julia Fox as its brand ambassador, and she “courted her bold new hair for the first time at a basketball game in New York this Sunday.” He showed it off on the side,” he acknowledged in the release.
Explaining the choice to partner with the brand to launch semi-permanent hair dye, Fox explained in a release: And I will try my best to do what I like. ”
She also reportedly explained, “I love pasta and cheese, so Velvita is an instant yes, and Velvita’s gold hair is a look I can totally get behind.”
This product is currently available for purchase through Amazon and costs $7.50. That’s the same price as a loaf of golden Velvita cheese.
Some of the more important trends
In recent 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 launched a collection of edible nail polishes to receptive consumers in Hong Kong, and more recently companies like Cheetos and Hershey’s Chocolates launched culinary-inspired eyeshadows. The palette was released.
Chipotle is also jumping on board with this trend, partnering with Elf Cosmetics in 2021 to launch a blend of eyeshadow palettes, lip glosses, face sponges, and makeup bags inspired by the popular fast food restaurant’s products. . The collection was well-received by consumers and follows a previous collaboration that “sold out in minutes,” as reported by Forbes.
The trend of food brands entering the cosmetics space reflects the ever-evolving nature of consumer culture and marketing strategies, including expanding and diversifying brands to reach a wider audience, and leveraging brand identity to tap into the emotional connection we have with our favorite foods. Leverage trends and pop culture to create buzz and excitement for your product launch, 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 cosmetics and personal care products, food brands will continue to tap into the makeup market, reflecting a broader trend of merging different industries and consumer preferences. will continue to enter the market.
