Insert # into database

Hi

I have a problem.
I have the following
<cfset newcolor = "000000">

<cfquery name="UpdateColor" datasource="#application.db#">
UPDATE tblsites
SET SBGCOL = '#newcolor#'
WHERE USERID = #session.userid#
</cfquery>

...HOWEVER, i want to insert a # before posting the color var!

Please can someone explain how to do this!

Thanks in advance
Delon