LAVALIFE.COM AND AXE GIVE CANADIAN GUYS THE GOODS ON GROOMING

Toronto, Ontario (March 18, 2008) – What do women want? According to a recent survey done by Lavalife.com and AXE male grooming products, Canadian women say it’s not necessarily the money, the cars or the beautiful home that make a man irresistible …it could be about how well he grooms himself. The survey asked more than 800 women exactly what makes a man more appealing, and found that 66% of women go for well-groomed conscientious guys, versus only 7% of the female population who prefer a hairy bad boy.

The survey found that 95% of women would agree that when a man uses a shower gel which moisturizes and scrubs to smooth the skin it helps make him more irresistible to them. Not only will smooth skin help a guy snag a date, it will also give him a better chance at some skin on skin action.

But, this requires a man to take stock of what’s in his shower. More than 90% of women said that it would kill a guy’s chance of skin on skin action if she spotted an old sponge, dirty washcloth or hairy bar of soap in his shower. So men, the next time you’re getting ready for a date, make sure to not only clean yourself up, but end unhealthy relationships with your nasty shower implements too.

“Lavalife and AXE joined together to develop a survey that would give men insights into how superior skin care could mean more sexy skin on skin contact, and the results from women were very clear,” said Lavalife’s Editor-in-Chief Kim Hughes. “This survey will help men learn what works and what doesn’t when it comes to their personal hygiene, and clearly shows how important it is to making themselves irresistible to women.”

Results of the survey will be used in AXE’s newest online advertorial campaign in Canada, showcasing scenarios in which moisturized smooth skin may help men make their skin feel irresistible and snag more skin on skin contact.

About Lavalife
Lavalife is ranked the #1 website for online dating in Canada* and is ranked among the top 10 worldwide dating sites**. A leading provider of products and services designed for singles, Lavalife connects, engages and entertains through a variety of web, voice and mobile communities. Founded in 1987, Lavalife Corp. markets its products and services across the United States, Canada and Australia. Lavalife's open-minded approach to online dating allows singles to choose how they want to "click" by offering three unique and distinctive services in personals: dating, relationships and intimate encounters. Lavalife has attracted millions of unique members who exchange 1.3 million messages every day. For more information, visit http://www.lavalife.com.

*Source: Combination of comScore Media Metrix and Lavalife. Lavalife estimates that it ranks #1 in Canada when publicly quoted statistics are adjusted to reflect traffic assigned to other web sites.

** Source: Combination of comScore Media Metrix and Lavalife. Lavalife estimates that it ranks in the top 10 worldwide when publicly quoted statistics are adjusted to reflect traffic assigned to other web sites.

Editor’s Note: Interviews and hi-res images available.