Guthy-Renker and PerfectMatch.com Partner to Create Industry-First Online Relationship Infomercial

Business Wire, Dec 7, 2004

SEATTLE -- Actress Josie Bissett to Serve as Celebrity Host and Help Introduce PerfectMatch.com to Millions of Serious Singles Seeking Long-Term Relationships

PerfectMatch.com today announced a unique partnership with direct-response powerhouse Guthy-Renker designed to bring love, happiness and personal satisfaction to the lives of millions of people across the nation in search of relationships.

The companies have combined to develop an industry-first infomercial starring actress and author Josie Bissett and Dr. Pepper Schwartz, Ph.D., the nation's foremost dating and relationship expert. The objective of the infomercial campaign is to strategically reach and guide millions of like-minded adults to self-realization, more fulfilled relationships, and ultimately love by using Duet(TM), PerfectMatch.com's Total Compatibility System(TM).

As pioneers in their respective industries, Guthy-Renker and PerfectMatch.com set a new precedent in direct-response television marketing -- the first infomercial driven by an online service and the first-of-its-kind to explore the online dating and relationship phenomena. This innovative approach will feature television star Bissett ("Jane Andrews Mancini" from the hit show "Melrose Place") and renowned relationship expert Schwartz, who will speak directly to consumers in an interactive and intimate environment.

While casual dating sites target a younger, typically male demographic, the PerfectMatch.com relationship-minded customer base is comprised of an industry-leading 65 percent female membership. The target demographic for Duet, PerfectMatch.com's Total Compatibility System, is women 25-49, which strategically aligns with Guthy-Renker's core audience.

"PerfectMatch.com is about intimacy and lasting relationships. The fact that Guthy-Renker only supports quality brands that have a life-changing impact on consumers, inspired us to partner with them," said Dahl, founder and CEO of PerfectMatch.com. "With Guthy-Renker's core audience matching almost identically to that of PerfectMatch.com, this infomercial is the ideal vehicle to demonstrate the company's innovative approach to reach consumers in a consistent, more personal and trustworthy manner."

By partnering with PerfectMatch.com, Guthy-Renker continues to build on its reputation as a marketing juggernaut within the television industry. Guthy-Renker is known for its longevity in the direct response television industry, delivering award-winning quality products backed by a high-profile celebrity following. For example, former Supermodel Cindy Crawford recently unveiled Meaningful Beauty(TM), a new line of skin care products with Guthy-Renker, while internationally renowned recording artist and actress, Vanessa Williams is featured in the Proactiv(R) Solution acne treatment infomercial.

Expert Guidance

Josie Bissett, a married mother of two, upholds the ideals that PerfectMatch.com embodies. Her devotion to her family and candid nature make her an ideal spokesperson for PerfectMatch.com. With Schwartz, Bissett helps demystify the art of dating by demonstrating how experts at PerfectMatch.com can help lead consumers to self-realization, a more fulfilled life and ultimately, better relationships.

Bissett is best known for her starring role as "Jane Andrews Mancini" on FOX's popular yuppie drama, "Melrose Place," broadcast in the '90s. She married fellow "Melrose Place" actor Rob Estes in 1992 and was chosen as one of People Magazine's "50 Most Beautiful People" in 1996. Bissett is also the author of parenting and family books, "Little Bits of Wisdom" published in 2001 and "Making Memories," released in 2003.

"I am very excited to be a part of the PerfectMatch.com team," said Bissett. "Having the good fortune to be involved in such a fulfilling relationship with my husband, I find it extremely rewarding to be in a position where I can help people meet the person of their dreams through PerfectMatch.com."

About the Campaign

The 30-minute program will air beginning Nov. 20 in most major markets and on cable channels, including LIFETIME Television who recently signed a multi-year programming partnership with PerfectMatch.com.

With a doctorate in sociology from Yale University, Schwartz scientifically co-designed Duet, the first step in the PerfectMatch.com Total Compatibility System. The proprietary methodology thoroughly explains personality type with its clinical roots stemming from a Myers-Briggs Type Indicator(R). Only after the person discovers self-identity will Duet's unique matching system work to narrow one's options and successfully pair compatible mates. In turn, users experience a higher rate of compatibility and honesty, which is appealing and important to both sexes.

The PerfectMatch.com management team pioneered online dating by founding and growing Kiss.com and Udate.com, two original online dating sites that grew to more than 7 million members leading up to its sale to Match.com for $150 million.

About PerfectMatch.com

PerfectMatch.com is the fastest-growing online relationship destination, dedicated to building relationships and providing members with best-in-class proprietary technology and unrivalled professional expertise to meet their "perfect match." Leveraging Duet, PerfectMatch.com's Total Compatibility System, members are provided with a unique matching method that utilizes a Myers Briggs-type indicator which enables people to search and find compatible mates based on personality types. Duet was co-created and is fully endorsed by the nation's foremost relationship expert Dr. Pepper Schwartz, Ph.D. Schwartz is the only relationship expert in the online relationship arena who is a tenured professor at a major U.S. university and author of 14 books on relationships and sexuality. She is the 2005 recipient of the American Sociology Association's (ASA) Award for Public Understanding of Sociology, and will be honored next Summer.