Goodbye Dr. Phil! You will not be missed at Match.com. Match.com has recently launched a movement to put some life in the slowing world of online dating. With the tagline, “It’s okay to look good”, Match.com has started a multi-media push on behalf of Hanft Unlimited in New York. The $60 million effort gives users a “Match Potrait Toolkit” to seek advice from America’s Next Top Model’s Jay Manuel about their image and how to make their photos more appealing. This will be a total turn around from when Match.com used Dr. Phil to help people bring out the ‘inner-beauty’. Match.com is quickly realizing that ‘outer-beauty’ is all most of us care about (too bad for me).

The television, radio, and print campaign will feature 26 real website members who talk about the website’s diversity and variety. Match.com’s competitior, eHarmony completely blew this campaign out of the water though with a $90 million ad campaign.