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Why health, fitness and beauty brands are getting real (and funny)

Health, fitness and beauty. Put those three words together and they give aspiration, perfection and a number of other ideals that are impossible to live up to. A simple image search for health and fitness reveals screeds of bronzed, impossibly-toned bodies, paired with motivational slogans encouraging people to try harder, reach further, strive, dominate, or ‘just do it’. These messages are further amplified by elite athletes and celebrities extolling the virtues of a stream of new regimes