The website’s slogan, "Life's short. Have an affair," has now been replaced with “Discreet encounters made easy.”
While the site does not hide that it remains geared toward adulterers, it features new language to describe their services, including "open-minded experiences" and "exploring moments,” Mashable reports.
The company appears to be attempting to rebrand, specifically marketing to women. Many have called this a wise decision after the website’s reputation was torched following revelations that almost all of the female accounts were fake.
Since the scandal, the website’s parent company Avid Life Media has renamed itself “Ruby,” and is ironically hoping to rebuild the trust of its users, in a move some observe is similar to that of a cheating lover who has been busted.
"It's going to take a lot of work," Ruby CEO Rob Segal told Mashable. "This is the start of a journey. We feel like we're setting the right tone here, but we're hoping to build trust in the long-term."
The rebranding comes with a series of television commercials that will begin airing this week, one of which is titled “Polyamory,” and is geared toward sexually-experimenting couples.