British commuters are outraged over a recent Match.com advertising campaign claiming freckles are ‘imperfections’. This is all part of their #LoveYourImperfections advertising campaign that has been running since 2014. The campaign’s aim is to “focus on quirks and idiosyncrasies that people wrongly perceive to be imperfections.”
This ad however is a little different. The image of the ad features an image of a redheaded woman with hazel eyes and freckles with a caption underneath stating, “If you don’t like your imperfections, someone else will.”
Even though we did not see the ad in person, we were outraged to hear and see this Match ad, especially since red hair and freckles are NOT imperfections; they’re beautiful traits we are so thankful to have. Red hair and freckles make us who we are. Right, redheads?!
Match responded to the ad’s criticism in an e-mail to Mashable and said they never meant to offend anyone:
We have taken note of the response about our advert concerning freckles. Following this feedback, we are in discussions with our relevant partners about removing these posters as soon as possible.
We believe freckles are beautiful. The intention of our ‘Love Your Imperfections’ campaign is to focus on the quirks and idiosyncrasies that people wrongly perceive to be imperfections – this can include freckles, a feature that is sometimes seen as an imperfection by people who have them. We’re sorry if this ad has been interpreted in a different way and we apologise for any offence caused, this was not our intention.
Our overall campaign is all about celebrating perceived physical and behavioural imperfections, from having freckles to being chubby, messy or clumsy. The adverts are designed to encourage everyone to be proud of their individuality, as the features that make us unique are often the ones that make us most attractive.
Redheads have taken to Twitter to express their opinions over this ad:
What are your thoughts? Comment below.