Random Reflections on Hair Dye Marketing.

Source: http://www.weheartit.com

When I sidle up to the hair dye aisle at our local supermarket, it is more by necessity than an overwhelming desire to transform myself into Jessica Rabbit. I’m there because I’m starting to look like a sheepdog that has been put through the tumble drier, and I need functional products that cut the crap and deliver the goods. Cosmetics marketing teams seem to consider my demand to be far too modest for my own good, and I am increasingly flummoxed by their crusade to depict dyeing my hair as an elegant and sensual experience – light years from the reality of squirting a bottle full of chemicals on my head in the family bathroom.

The Food Thing

On my last visit to the hair dye shelf, I twigged that food is one of the main strategies manufacturers use to sell hair dye. My first-world problem of choosing between brown and brown was played out to the music of my stomach, noisily duetting with my neighbour’s rumbling tummy. We made our choices. For MM, “Frosted Chestnut”, finally won the battle with the outsider, “Chocolate Fudge”. My neighbour picked a shade of black called “Blackcurrant” that would probably leave her looking like Morticia Addams dipped headfirst into a vat of Ribena.

No wonder we were hungry: the majority of the colour names referred to food. Licorice, plum, cherry, chilli, paprika or hot chocolate … welcome to a world where you don’t just eat chocolate brownies, you put a liquid imitation of them in your hair and instantly become good enough to eat. The idea of food had simply woken up my happy hormones and titillated my consumer taste buds, making the most inedible of products look appetizing. I will never shop for hair dye before lunch again, because reading about hazelnuts, mango, caramel, burgundy and honey makes me want to dump my basket and run off to raid the cake display.

Gladys always had a brandy to celebrate her “me time” before she redecorated the bathroom with hair dye. She’d let the kids out of the garden shed later.  (Source: Wikimedia commons)

Polly Pout and the Instructions Leaflet

I’m always bemused by the glossy instructions sheet. It stars Polly Pout, a sultry seductress sporting red lipstick and a sulfurous gaze. She is delicate enough to fit both hands and feet into the dwarf-sized rubber gloves, and does not have a single grey hair in her impeccably styled mane. Yep, she looks just like we all do before we dye our hair.

She is also far too young for her hair-dyeing equation to include one child staging a sit-down protest outside the bathroom door and another that has climbed on to the toilet seat and is eyeing you suspiciously, pants around his ankles, waiting for the crucial moment when your hands are covered in gunk to utter those fateful words: “Muuummy, I’ve fiiiinished”.

The marketing message here appears to be that an hour in the bathroom dying our hair is all we need to free the Polly Pout hiding deep inside us. I wouldn’t recommend it, though. Although she could star as Bruce Willis’ sidekick in a parody action thriller called “Dye Hard”, Miss Pout will never make it to James Bond girl status as she appears to be all beauty and no brain. Although the instructions clearly state that you should cover your shoulders with a towel before applying the dye, Miss Pout has not only forgotten the towel, but also her clothing. So follow the pictures without reading first at your peril, and don’t forget to lock the front door.

For those who think I’m exaggerating, here is a photo I took of Polly Pout illustrating points 7 and 8 in my instructions leaflet.

Glamour and Glove Love

Uber-sexy accessories are the final touch to seduce customers. Back in the noughties, the  rustling pair of transparent gloves stuck to the back of the instructions leaflet were roomy enough to house twin udders. Then the manufacturers down-sized the gloves and put them in a plastic recipient that made your five-year-old go into instant melt-down when he concluded that mummy had stolen his Kinder egg.

Recently, some bright soul down-sized the gloves again and sealed them inside a bag that resists all attempts to be opened (just like its evil counterpart, the sachet of Bee Sweat Extract & Lotus Blossom conditioner). The sleek jet-black gloves it contains are the ideal size for a pre-schooler, and getting my paws into them was like trying to fit Muhammad Ali into Paris Hilton’s swimsuit. So please wake up and smell the peroxide, guys: hands, like other appendages, come in different sizes. I’d hate to have to stain my pristine, unused housework gloves because yours are too small.

The effort to add a bit of sensuality to the mundane experience of hair dye application is much appreciated, but the slippery combination of a satin-feel bottle and undersized, silk-feel gloves was as practical as wearing a sheath dress and high heels to climb the Mont Blanc. The bottle was harder to grasp than French politics, and slipped through my fingers like a two-year-old covered in poster paint.

Thumbs up for the 30 minute wait for the product to work its miracle, though. It gave me ample time to clean up the collateral damage of suspicious brown stains splattered across the bathroom and explain to Little My that although Mummy was swearing like a trooper, had brown ears and was bursting out of her black gloves like Popeye on steroids, with a slap of red lipstick she would be as appetizing as a bowl of frosted chestnuts just in time for Papa’s return from work. Just like Polly Pout.

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