A woman sporting a black eye looks passively at the camera as a man stands behind her offering what looks to be a diamond necklace. It's an image that may resonate with survivors of domestic violence and now, hopes one Canadian hair salon, those desiring a decent blow dry or fringe trim.

Part of the advertising campaign for Edmonton-based Fluid Hair, the photo is one of a series featuring well-coiffed women in various settings under the tag, "Look good in all you do." Even, presumably, when your partner has socked you one.

Though the accompanying shot of a woman looking glam while sitting on a soiled mattress surrounded by garbage and broken bottles is also a little odious (homelessness or a life of street prostitution is no excuse for not looking your best, apparently), it is the domestic-abuse-as-promotional-fodder which has sparked concern among welfare groups and set the salon's Facebook page ablaze with criticism.

"It glamorises domestic violence," said Jan Reimer, coordinator for the Alberta Council of Women's Shelters. "They may have had the best of intentions, but I don't think they thought it out much in terms of what the message is. It seems like this is an ad for domestic violence."

Rebutting her detractors, owner Sarah Cameron denies it was her intention to drum up publicity for the business despite her staunch refusal to take it down, saying she considers the image to be "art" and a "satirical look at real life situations". All of which surely provides great comfort for women like Diana Giglio, who was left permanently disabled after suffering a stroke when her ex-husband threw her against a cement wall, and says the image dredges up painful memories.

"I can't even fathom that someone would even think of making an ad for their company like that," she told Edmonton's CTV News. "I don't understand."

Speaking out a second time after local journalists called on residents to boycott the salon, Cameron has offered an apology while simultaneously chalking it up to a silly misunderstanding on the part of her critics. Adding insult to injury by saying she intends on releasing similar campaigns in the future.

"For those that don't understand the photo if you look closely she's strong, not looking at him, not accepting the necklace," she writes on the company's website, adding, "We will put out more photos because that is how we communicate and by the reaction to everyone directly attacking me and some of those who worked on the project. It shows how prevalent abuse is still amongst our society."

- Sydney Morning Herald