discoloration around face/gills

Discoloration, especially patches of lighter colors usually are not good signs. It can either be a sign of stress (extreme stress) or abrasion. What temperature do you have it at? Keep it at a higher temperature, like at least 82 to 85 and add some salt. When you do the daily water changes, make sure the new water is at the same temperature. Remove any uneaten food right away.

Oh, and keep the lights off. If it's in a bright room, use some cardboard around the tank to keep it darker.

My highfin Pleco's do something similar to this from day one and still to this day.

The normal coloration is a consistent dark brown leopard like pattern. All three (in three different tanks) can go from an uber consistent brown with the leopard pattern throughout the entire body, including the underbelly to an absolute two color (the dark brown and a much lighter cream colored brown still with the exact same leopard patters beneath. The can change back numerous times daily!

As Mrtoofay said it is most likely a stress related trigger that causes the color change. A weird thing that I have clearly noted is that in one case, the pleco attempting to "suck" on its tankmates is nearly 100% preceded by its trigger to the two tone molted phase.

All brown = calm and at piece with the tankmates
Molted Brown & Cream = Pleco going beast mode on tank mates!!!!!!!