Understated. Elegant. Ashley Madison?
Desperately in need of an image revamp, Avid Life Media — the Canadian parent company of extramarital affairs site Ashley Madison — is rebranding itself as ruby Corp. (punctuation theirs) and “repositioning” its Ashley Madison brand as a dating site catering to a more discerning clientele, it announced in a statement.
It’s a long-awaited step for a company that long flouted adultery but disastrously had its database of 32 million members hacked last summer.
Ashley Madison has also dropped its controversial “Life is Short. Have an Affair.” tagline in favor of “Find Your Moment” and also dropped its wedding ring icon and “hush” imagery from its logo.
"Modern relationships are multi-faceted and that's why we chose ruby as our new name," said the company's new President James Millership, without irony. "We like that ruby has a sensual, feminine quality, connotes value and fits with the fresh start our company is undergoing.”
The company claims the new motto reflects ruby’s actual customer base, which is 45% single and 50% people “attached and ... interested in a wide range of experiences.” And hopefully not just married guys, bots and a pittance of actual, real women.
They’re also geared toward a decidedly different type of client: a bored married woman, a couple who meet another woman and a single man.