Ad Claims Good Hair Makes Up for Domestic Violence

Fluid Salon AdBefore they devolved into race-baiting and woman bashing, advertisers were just trying to get you to buy their product. But a hideous ad out of Canadian hair salon Fluid joins the bizarre new trend of generating "conversation" by pissing off the clientele. The premise? It doesn't matter if you're a victim of domestic violence ... just as long as your hair looks good.

A woman with a big shiner certainly catches your eye. Especially when there's a creepy man in a suit dangling a diamond necklace behind her and a tag line promising you can "look good in all you do." But when will advertisers learn "eye-catching" does not equal "eye-pleasing."


What draws the eye to this ad for the Edmonton salon (hat tip to Copyranter for finding it) is the horror of the scene. A woman has been abused. And the person responsible for it is right there, watching over her shoulder, while someone is telling her to get her hair "done." Most chilling, to be honest, is the fact that telling someone how to wear their hair is a telltale sign of a domestic abuser. This ad doesn't merely treat abuse that affects an estimated one in four women like it's a joke; it reaches deep into the twisted world of domestic violence and pans it for nuggets to use to reach customers.

What's most appalling is the fact that the salon owner doesn't deny what she did at all. She'd even do it again. Sarah Cameron told a Canadian TV station that this was supposed to represent a violence victim -- although she claims it's up to people to interpret whether "all you do" represents her staying with him or leaving. Yeah. Right. Nice try. Says Cameron:

We want people to talk about it. It's supposed to gear up some sort of discussion.

Which is exactly the problem. If she wants to generate a conversation about domestic violence, she's driving people away from her salon. Because if you step into the mind of an abused woman -- what the heck, the folks at Fluid think they can -- even if a woman is "leaving" her abuser, she's not thinking about her hair. She's thinking about her life. And trying to escape the cycle of abuse without being pulled back in ... or worse, killed for leaving. Her hair can wait.

And if she wants to generate a conversation about hair, she's driving people away from her salon with flippant treatment of a serious problem. The incongruity of mixing a hair salon's promotion with domestic violence generates conversation alright, but it doesn't send people running to get their hair done. So what's the point?

Does this ad treat domestic violence too flippantly? Would you visit this salon?


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