Chemistry.com Goes After eHarmony

Dating Web site Chemistry.com is going after competitor eHarmony.com in a $10 million ad campaign debuting this week. The campaign uses "rejected" eHarmony clients with lines like "We don't know why eHarmony has rejected over a million people looking for love" with a rubber stamp-like graphic featuring the words "Rejected by eHarmony."

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The ads label eHarmony as a place where people are shot down before they even go on a date. The focus of the campaign is to raise awareness of the Chemistry.com brand and its parent company Match.com.

eHarmony.com is increasing its ad spending for 2007. In 2006, the company spent $117 million.