Prospective members of the BeautifulPeople Network submit a picture and profile, and other members of the opposite sex rate the applicant over a 72-hour period, deciding whether they're worthy of joining the coveted community.
The online service even goes so far as to advertise a ban on ugliness -- something the managing director says is more a reflection of reality than evidence of arrogance.
"If you're in a bar in a romantic situation and you're going to approach someone with a romantic inclination, you're going to approach someone you're attracted to, at least initially," Greg Hodge tells Canada AM. "There's certainly nothing shallow about that, it's human nature."
Hodge says he isn't trying to define beauty. Instead, he said the organizers believe in the old maxim 'beauty is in the eye of the beholder' and as such they give the power to the people -- other approved members -- to decide who is allowed in.
Including Canada, the dating service now operates in 16 countries, and Hodge attributes the success to a simple formula.
"It plays on a clever combination of four things: beauty, love, sex and money. Advertisers use those four desires to sell us pretty much everything and Beautiful People plays on a clever combination of all of that," Hodge said.
He admits the dating service usually provokes some negative reactions whenever it opens in a new market and he jokes he could soon need his own security detail.
But the bottom line, Hodge says, is that the online service simply makes it easier for people -- provided they pass the attractive test -- to meet that special someone.
"People want to be with someone they're attracted to, that was the initial premise of the creation of Beautiful People, remove that first hurdle," Hodge said.
"And once you do become a member of this coveted community, you have essentially the best little black book in the world."
Updated Tue. Jun. 24 2008 10:00 AM ETCTV.ca News Staff
Hmm, I will submit my photo to the dating site and see if they will approve of me... NOT!