Chemistry.com Members are the Rejects from Other Dating Sites

“Chemistry.com has been putting out...ads about their dating site which rely on the crux, of what would appear to be, the broad-spectrum rejection of certain members from other dating sites, more specifically eHarmony. Chemistry.com...[claims to offer] many if not all of the amenities as its competitors. The attitude of the ads, however are very much set apart from its rivals.” (Read full article.)

Chemistry.com’s ad campaign uses ‘rejected’ eHarmony clients with lines like ‘We don't know why eHarmony has rejected over a million people looking for love’. They also use a rubber stamp-like graphic featuring the words ‘Rejected by eHarmony’.

View an example of one of Chemisty.com’s recent ads on YouTube, ‘Nope, Still Gay’.

Who uses Chemisty.com?

Chemistry.com appeals to individuals who are less likely to want marriage. Online Personals Watch published an article from MY FOX (May 17) - Is marriage dead? The study was commissioned by Chemistry.com and conducted by Harris Interactive. According to the Chemistry.com survey,

- 50% of U.S. adults have a different opinion of marriage than their parents.
- 58% of U.S. adults think couples who live together in a committed relationship don't need to marry as long as they are happy.
- 78% of U.S. adults say the divorce rate in the U.S. is increasing because people get married for the wrong reasons.
- 76% of single adults disagree that marriage is a top priority for them right now.
- 66% of U.S. adults say a long-term, committed relationship is as important as marriage for a happy and fulfilling life.
- 85% agree that a person can be happy without getting married.

Chemistry.com’s ad campaign does not emphasize their 1) fundamentally different approach, 2) their patent-pending Chemistry Profile™, or their trademarked 1-2-3 Meet™. (Read more.) Instead, Chemistry.com is actively soliciting individuals with a past of non-compliance on other web sites and whose personal goals are not geared toward marriage and family.

If Chemistry.com is trying to appeal to eHarmony or other marriage oriented members, they have missed the mark. It seems that Chemistry.com is more likely to appeal to a clientele of casual daters.