I believe the phrase originated from Clairol's advertising slogan. I haven't found an older reference.
'Up until World War II, a woman who dyed her hair was considered 'fast.' Hollywood depicted the blonde as being dumb, naughty, and immoral. Because Clairol wanted more women to purchase their home hair dyes and also frequent the beauty salon, they came up with some of the most famous advertising slogans of all time.'
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