Fluid Salon issues statement about controversial ads

EDMONTON – An Edmonton hair salon is responding to criticism directed at one of its controversial advertisements, that some people say glamourizes domestic abuse.

Sarah Cameron, the owner for Fluid Hair Salons, says the ad was meant to get people talking, and not promote domestic violence.

“Our business is to make people ‘look good’. Is it cutting edge advertising? Yes. Is it intended to be a satirical look at real life situations that ignites conversation and debate? Of course,” says a statement released Tuesday.

The company also apologized to any victims of domestic violence if they interpreted the ad as making light of the problem. Fluid has now promised to donate money to women’s shelters from customers who mention the ad.

The ad in question was one in a series of six, which you can view by clicking here. While it was first released two years ago, the image gained notoriety after a social media blogger re-published it Monday. The ad and the company’s stance have fired up debate on Facebook and Twitter.

“Business advertising is generally intended to increase profit. This was an unwise marketing strategy. Attention does not equate profit. Unapologetic yesterday yet claiming a desire to raise awareness and generate profits now. Shelters will be challenged by accepting donations generated as a direct result of an ad of this nature. Donate directly to shelters instead of visiting Fluid Hair,” Tara Madden said on the Global Edmonton Facebook page.

“Public relations people do this all the time. They try to make it all complex and distract people saying, “it’s art, and was not meant to be offensive, sorry if people took it the wrong way”. It’s simple.. they just wanted to be controversial so people would know who they were,” Trey Tyler said.

It’s not just social media where the statement has had an impact. Global News spoke to Ruth Kelly of Venture Publishing in Edmonton on Tuesday. The group publishes several local business magazines. Kelly says she can’t understand why the salon is taking the approach it is. She says if the business wanted to run an ad in one of her publications, she would refuse.

“This is a commercial message. This is her representation for her salon and her brand. This is not a representation that drives that commercial imperative that she’s trying to do. People do not create advertising for art. They create it for business.”

The Alberta Council of Women’s Shelters hopes that Fluid will take a hard look at domestic violence and the impacts in the community.

“If you could only imagine if that kind of creative energy that was used in creating this ad was used in a thoughtful way to end domestic violence, how much further ahead we would be.” says spokesperson Jan Reimer.

Reimer says the salon could be an effective tool in promoting awareness about domestic violence.

“Because so many women go to hair salons, it’s a natural place to give out information on community resources which I think would be very helpful to many, many women.”

A spokesperson for WIN House, a shelter for victims of domestic violence in Edmonton, has said the board must meet before deciding if they can accept money donated from the salon.

You can read the full statement below.
Fluid Press Response Final