Expire? No Thanks.

Hmmm... At first, I read this sign as Expires! And thought, what an odd name. What kind of business is that?

Well, it's a salon (or more specifically Une Salon de Beaute), and the business owner is obviously intending the reader to think of the translation that means "exhale." The "ez" ending makes it a form of address to the reader, more or less a command: Exhale! Take a breath, people.

However, it does also translate to "expire." And to an English-speaking public, that's what it means.

Maybe it's just me, but it seems counter-productive for a business to look like it wishes its customers would die (er, expire).