Luxy, a new dating app for rich people, seems to like provocative gimmicks to attract new users to their service. First, they launched their app in 2014 describing it as “Tinder without the poor people.” Now, they have taken their brand to the next outrageous level by offering $3.4 million to rename the celebrity enclave of Hidden Hills, California after their own app – Luxy, U.S.A.

Hidden Hills is an exclusive suburb of Los Angeles, home to celebrities Jennifer Lopez, Miley Cyrus, and the Kardashians. The app is trying to tie in its own service with the rich celebrity lifestyle.

According to an article in CNN Money, the app so far has 135,000 active users, including its latest member – an actor from Californication. (Luxy is apparently using this bit of celebrity news to help promote the app, too.)

To qualify to use Luxy, members must prove they make at least $200,000 per year – by providing income tax statements.

At this point online dating is pretty much inescapable. It seems like everyone has tried it, or knows someone who tried it, or has at least thought about it. For some of those people it's intuitive. For others it's... not.

Let's get this out of the way first: it's totally ok if you don't “get it” immediately. There's a learning curve, and learning means taking a few tumbles before you can run a marathon. An online dating marathon. Or something (just go with it).

Some of those tumbles you'll have to take on your own, but here's a quick guide to getting it right with as few scrapes and bruises as possible. Avoid these all-too-common online dating mistakes:

1. “Hi” is not a conversation starter. “How are you?” isn't either. And something obscene most definitely isn't. A conversation starter is supposed to – breaking news – start a conversation, which one boring word or easily answered phrase most definitely won't do. Pick something you found interesting in the profile and ask specifically about that.
2. 2^nd grade spelling tests do matter. Yes, they were a pain when you were a kid, but you took them for a reason. Not knowing the difference between “your” and “you're” as an adult is not a good look. Brush up on grammar rules and spell check before you send anything.
3. Try, try again does not apply here. If at first you don't succeed, it's probably a sign. You might be able to get away with one follow-up – it is possible your message got lost, or that its intended recipient was too busy to get back – but don't relentlessly message someone who doesn't respond. As Elsa would say, let it go.
4. While you're at it, don't get nosy or rude about a lack of reply. No one owes you an answer. In a perfect world we would all be brilliant communicators, but sometimes silence is all we've got. Don't ask why they didn't write back, and don't harass them about it. Accept it and move on.
5. It's not all about you. It's not not about you, but it's not all about you. What it is about is balance. On one hand, there's something in particular you're looking for – you have wants and needs that should be met. On the other hand, so do the people you're trying to date. It's ok (and encouraged) to share things about yourself, but you also have to ask about the other person. Selfishness is not sexy, period.

That should get you started. Now tumble away.

Creativity is hard. I get it.

I stare at blank pages every day and have to turn them into useful, compelling content. It's always intimidating, but the fact that it's a daily routine makes it increasingly less stressful all the time.

Then there's your online dating profile. It also requires creativity and compelling use of language, but it's not a skill you're practicing every day. You do it once, with occasional revamps when something isn't working, and that's it.

So, yeah, there's pressure. And sometimes the easiest way to avoid feeling that pressure is to stick with what you already know, and apply formulas you think have already been proven. The problem with using that approach to your online dating profile is that, pretty soon, every profile you scroll through will look like all the others. They become one big blur of trendy, but ultimately dull, buzzwords.

You've probably already noticed certain words and phrases keep popping up in your matches. Everyone is “spontaneous” and “laidback” and “up for an adventure.” We love to travel. We couldn't do without our friends and family. All those things might be true, but this is also true: they're drop dead boring. They're essentially the modern equivalent of saying you like long walks on the beach.

You think you're describing your personality, when what you're actually doing is saying “I have no idea how to describe myself” (or maybe even “I don't know myself”). The buzzwords are making you less nuanced and unique than you actually are, because their ubiquity means they've lost their meaning.

Here's what you need instead. Researchers from Barts and the London School of Medicine and the University of North Texas found that the most successful dating messages directly address someone's personality, so you need to make sure your profile is full of that personality. It's your job to pack it with conversation starters so potential dates can send you interesting, thoughtful messages. If you don't, your inbox will be a sea of “Hey” and “Hi there.”

Remember that your profile is meant to represent a living, breathing, complex human being. Provide context and get specific. If you say you're up for an adventure, mention a wild exploit you're hoping to cross off your bucket list some day. If you're into travel, mention your favorite destination and explain why. If you want to go for drinks, say you're a sucker for gritty dive bars with metal music.

At the end of the day, no one is dating your profile. They're dating you – so share the stories that make the person behind the screen come alive.

This month, eHarmony and Match.com both announced the release of new dating apps available for smartwatch users.

According to eHarmony, 50% of new users come to its service via their mobile devices, so the company has made a push towards more mobile-friendly technology; part of that initial push includes their dating app being accessible through wearable technology – specifically Android Wear and Samsung Gear S devices.

Not to be outdone, Match.com is launching its own dating app – but for the Apple Watch instead. Match’s new dating app for wearable technology joins Coffee Meets Bagel’s app, the first dating app to announce its availability on the Apple Watch.

Match’s app for Apple Watch is clean and visually based. It works through three basic steps: “Glances,” which provides a quick look at your app and how many matches you have in the queue; “Discover” which allows you to accept or reject a match alongside his/her photo, much like Tinder; and “To send a message,” where once you touch the profile, you can choose from one of the message options or tap the microphone to use voice-to-text dictation to compose your own email.

eHarmony’s new app is a little more complex, as the service is known for matchmaking and their longer communication process rather than for quick swipes to accept or reject a photo. Both the Samsung Gear S and Android Wear smartwatches will display notifications that are synced with the eHarmony users’ phone. When a match sends a communication, the member receives a push notification to their phone and an “enhanced” notification to their smartwatch. The enhanced notification includes the match’s name, age, and location, as well as their primary photo and personal message sent through eH Mail. Users are also informed when they receive a “smile” or questions sent using the company’s Guided Communication options. The member can then select Open Profile, which will open the eHarmony app on the connected Android device, and load their match’s profile.

“Mobile represents a huge opportunity for us to capture new market share and broaden our impact and we are seeing this happen at an accelerating rate in recent months,” said Armen Avedissian, Chief Operating Officer, eHarmony. “New entrants in the online dating category are helping drive interest in eHarmony, while taking market share away from competitors. Combine this circumstance with eHarmony’s powerful brand and industry-leading outcomes and we have the perfect recipe to grow substantially. We are pleased to announce these new releases.”

eHarmony and Match dating apps for smartwatches are available now in Android and iTunes stores respectively.

By now, we all know of Tinder’s unprecedented success in the online dating market. But how exactly did they make it happen – gaining over one million active users in less than a year, and then to gather 24 million users in only two years?

According to Tinder, there were two essential challenges with the online dating market before they launched the product: first, there was social stigma associated with online dating – the perception by the general public that it was a last resort, rather than a good way to meet people. Second was geographical concentration – people like to date others they know are close by; it would have to work on a micro level before it worked on a national or even worldwide level. Meaning, Tinder had to get active users who were all in the same area to enjoy using it to create stickiness. Think about it: when you download a dating app, it’s a little disappointing to see that your matches live an hour or more away.

With these two things in mind, Tinder started its marketing initiatives on college campuses. Two of the company’s co-founders were active in their respective fraternity and sorority, and first approached them for help in spreading the word. Justin Matteen, one of the co-founders, hosted a party at his parents’ house where he invited his college fraternity and sorority members from USC to help launch Tinder. For admittance, attendees had to show their phones at the door – and prove that they had downloaded the app.

This strategy worked effectively, because it addressed the online dating stigma by populating the dating app with young, socially active and attractive young people, creating a desire for a wider audience to download and use the app (in the hopes of meeting some sorority girls, we suspect). In addition, it created a buzz within a geographically close community – fraternities and sororities on the same campus. From there, Tinder’s team went to college bars and approached non-Greek members, enticing them with meeting other attractive young students via the app.

The strategy of marketing to college campus influencers worked – within six months, Tinder had half a million users. From there, the company had to branch out to a larger demographic. They started city by city, holding parties at exclusive nightclubs, appealing to the 24-35 year-old demographic. As of first quarter in 2015, the company had 24 million users.

“In early months, over 85% of our user base was between the ages of 18-24, but now that age demo only makes up about 57% of our user base," said Matteen in website Parantap. "We are seeing a huge upswing in both 25-34 year old demographic and 35-44 year old demographic.”

Tinder has taken off thanks to a remarkably executed marketing and influencer campaign. As a result, they have changed the whole online dating industry.

For more on this dating app you can take a look at our review of Tinder.

Little Lizzie McGuire herself, Hilary Duff, is officially on Tinder.

Her appearance on the popular dating app has been big news since a Tinder user came across her profile and posted a screen shot to Reddit. Naturally, there were plenty of skeptics, but Duff confirmed to radio show Valentine in the Morning that she is indeed on the app. And that's not all she had to say about her new adventures as a mobile dater.

"In my life I've always had really serious boyfriends, I've always met people through work, and I've never been on a blind date," she said. Determined to try something new, she turned to Tinder and called the experience “wildly addicting” so far.

Some would dip their toes slowly into the online dating waters, but not Ms. Duff. She jumped straight in and says she's talking to “probably about nine guys right now.” Not to suggest she has no standards – a shirtless mirror selfie is an instant swipe left, she explains, while a funny profile is likely to get you a right swipe.

Duff even went as far as to dish on her first Tinder dates. It appears her style is low-key, active, and affordable. Her first date was to a bowling alley, with the second scheduled for a go-karting track. She even brought friends along to the first date, making sure things stayed safe and laidback.

So how did things go on the big day? During an interview with On Air With Ryan Seacrest, Duff said “He was cool. He brought a friend and I had some friends there. He used to be in editing for reality shows. Now, he’s an actor and he just wrote a play. He’s an interesting guy.”

Still, it doesn't seem that sparks flew on the first try. She says the night didn't end with a kiss, and that she's unsure about the prospect of a second date. “I don’t know how I’m feeling,” she told Seacrest. “We’ll see how it goes.”

Duff likely has plenty more meetups to look forward to, as rumor has it cameras were rolling during her bowling date. Sources told TMZ that Duff plans to capture her exploits in the dating world on camera for a reality show that chronicles her life as a new divorcée.

So far her rep has no comment about the potential reality show, but Duff was allegedly seen on a second date and once again cameras were recording the proceedings.

Will you be tuning in if the Duff dating show makes it to TV?