Exhibiting the best launch timing I’ve ever seen in the dating space, MyPartnerPerfect is launching today.

What makes this dating site launch special is that MyPartnerPerfect is basically eHarmony for gays.

Chemistry is spending millions promoting their “Rejected by eHarmony” campaign and today it was announced that EHarmony is being sued for excluding gays. Talk about timing!

By taking advantage of the current media frenzy surrounding Chemistry.com and eHarmony, MyPartnerPerfect is in the perfect position to benefit from the MSM (main stream media) and GLBT news organizations, which have been calling me all week for details on the story.

MyPartnerPerfect will offer matchmaking services as well, for those that prefer to outsource their search. Site membership is $37.95 per month, with matchmaking services starting at $2,900.

If you are a new member of MyPartnerPerfect, please leave comments on the post and let us know what you think.

Read the MyPartnerPerfect press release.

(Disclaimer: Both Chemistry.com and MyPartnerPerfect are, or have been clients).

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What is Chemistry.com?
Chemistry.com welcomes those who are seeking a serious relationship based on their own personal goals – perhaps it’s marriage, perhaps not. And it connects those people in an environment that combines privacy with a superior matching system that transcends “compatibility�? and seeks out chemistry.

What’s happened to get it where it is today over the past year or so?
Chemistry.com launched in February 2006 and over the past year, we built the business organically allowing us to learn so much from our customers along the way. Currently, more than 2 million people have registered on the site and we have had more than 350,000 first dates in the past 6 months.

We’ve had great success matching people based on individual chemistry, and that’s because our system was developed by Dr. Helen Fisher, the acclaimed biological anthropologist. Dr. Fisher used her research into brain science to create the Chemistry.com profile, which captures deep personality characteristics that yield chemistry-inspired matches.

Who is on Chemistry.com?
While people of all ages are flocking to Chemistry.com, if you pressed me, I’d say that most people here are older than thirty and younger than 55.

What does “Come as you are” mean?
We believe that consumers care deeply about what a brand stands for, and what its values are. That’s especially true when it’s a place that brings people together. This campaign introduces a philosophical difference between Chemistry.com and eHarmony — its largest competitor — into the dialogue. Chemistry.com doesn’t have a check list of criteria, we invite everyone to come as they are.

What goes into creating an ad campaign?
Looking inward and outward. Inward, to understand what needs consumers have that aren’t being satisfied. Outward, to look at trends and social forces that shape the way consumers perceive brands.

Why did you choose Hanft Raboy?
We chose Hanft Raboy & Partners because they are a fiercely independent advertising agency that is agnostic to media. They represent Match.com; you’ve recently seen their work with the “It’s Okay to Look�? campaign.

What media are addressed?
This is an integrated campaign that includes national TV, print and a strong online presence including the “Great Mate Debate.�?

Where will it run, for how long?
TV will run on NBC for 5 weeks, you can see ads run during shows like The Office, SNL, Heroes, Access Hollywood, etc. Print ads will run for 4 weeks in People.

Here are the links the TV spots on YouTube:
Dear John, Small Things, Still Gay, Five for Free, How Happy.

Chemistry Print Ads (392k PDF).

What about the feedback loop and paying attention to customers
We receive hundreds of customer calls a week. I am in close communication with the teams who are talking to customers everyday. Not only do I sit in on the calls to really listen and understand both the complaints and success stories, but I also read through every customer comment each week.

Thanks Mandy!

More conversation with new Match CEO Thomas Enraght-Moony and Mate1 coming soon.

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Hot on the heels of the Eharmony Labs launching the Hot Science Blog, today Chemisty.com launched The Great Mate Debate. Each week, Chemistry will ask experts their opinions about relationships in America. Why does Chemistry use the phrase “relationships in America?” I guess Canadians and 190 other countries do not apply.

Whereas eHarmony doesn’t seem to link to the blog from anywhere that I could find, Chemistry redid their entire home page to promote The Great Mate Debate. Tying in blogs with primary entry points and marketing initiatives is incredibly important, otherwise the blog appears like the cousin that nobody ever pays attention to.

Is it me or does the eHarmony home page look like someone bought a template on TemplateMonster for $99?

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Here I sit, with Dave, about to enter the stratosphere: blogging. Why? Because two years ago Match.com came to me to design a new dating site, Chemistry.com. You fall in love for many reasons, but among them is certainly chemistry. And today 91% of American women and 86% of American men would not marry someone unless they are “in love” with them–even if this person had every single trait they were looking for in a mate. The Zulu and the Eskimos agree with us. Around the world people want what the Chinese call “free love,” they want to pick their partner for themselves.

As an anthropologist, using what I know about you, and me, and all the rest of us, I have designed a site that matches you not only by the standard means of similarity in background and good looks, but also by your chemistry. I believe I can help you spark that madness– and if the chemistry is right, keep that euphoria percolating for years. But as Mae West said, “its better to be looked over than overlooked.” You have to get out there. Come see me at Chemistry.com. As has been said, “love wins; love always wins. ”

Related posts:

1. Chemistry Hosting Live Chat with Dr. Helen Fisher
2. IDate Keynote: Dr. Helen Fisher
3. TED2008: Helen Fisher and the Origins of Love