I am able to do this using inline CSS. So, the following will work:
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<span style="background-color:[%=General.ProductColor%]">Some demo content</span>
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<!-- in the html -->
<span class="demo">Some demo content</span>
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/* in the CSS file */
.demo {
background-color:[%=General.ProductColor%];
}
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/* in the CSS file */
.demo {
background-color:"[%=General.ProductColor%]";
}
Edit to add:
Frustratingly, it ALMOST works when placing it between <style> tags in the <head> of the Masterpage.
This evaluates it correctly, but keeps the quote marks, leading to invalid CSS:
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<style>
.demo {
background-color: "[%=General.ProductColor%]";
}
</style>
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<style>
.demo {
background-color: [%=General.ProductColor%];
}
</style>