"It's a tough business model, because most of the people that knock on the door don't get in." A new way to join the 'Mile High Club,' for a fee So now he's created a mentoring program cheekily called "Adopt an Ugly Person." In the new program, Beautiful People members ranging from stylists to therapists volunteer to coach applicants on how to be more, well, beautiful.
Most members stay for about three months, and Hodge said overall revenue continues to grow.
However, 9 out of 10 applicants to Beautiful are rejected. I see dollar signs just walking out the door," Hodge said.
Beautiful People then placed the banned billboards on the back of trucks which were driven around New York.
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Greg Hodge said: "Beautiful is based on a fundamental principle of human nature, that being we all romantically want to be with someone we find attractive, it's Darwinism, it's millions of years of evolution".