imes – often dedicating multiple hours per day to maintaining a level of perfection no one holding a regular job has time for. The beauty industry mirrors many of the same narratives, with images of seemingly pore-less models rolled out as examples of the perfect skin we can all achieve, if only we use *insert product name here*. However, times are changing. Cultural experts now see brands benefitting from leaning into personality, authenticity and fun – swapping the slick advertising for relatable user-generated and low-fi content. Read below for a brief explanation of the origins of this trend, some examples we’re seeing leading the way, and how you can pivot your brand’s strategy to take full advantage of this cultural current.  The pandemic mindset-shift for fitness The pandemic drastically shifted the way many of us relate to health, fitness and beauty. In lockdowns around the world, the industries transformed from being an aspirational quest to something we needed to keep ourselves sane.  Left without slick production and brand campaigns, we began to look to each other for motivation. We were forced to get real – what does health and fitness look like when it’s just us, our friends, our family, our neighbours? In this way, by looking around, people became their own campaigns.   The world has opened back up, but the impact of this shift continues. Buoyed by our collective change in mindset, relatability is quickly becoming a strong cultural trend throughout the health and fitness industry. For many, the previous narrative left them feeling guilty for not eating or exercising ‘correctly’ – with the growing sense that being the ‘best’ is simply unattainable. Now, we are seeing a real rejection of unattainable fitness ideals, exchanged instead for influencers and brands that are seen to champion authenticity and the reality of working out and eating right. As humans, we are all seeking people and communities we can connect and relate to – the same applies to the fitness industry. This connection doesn’t need to be in the form of a committed, lifelong membership to a particular group – authentic connection can be just as easily made through a quick nod that says, ‘I’ve been there’. Shared moments of connection like this make us feel like we know another person or people just a little bit more. A little laugh goes a long way A key way to create a real connection between people is with humour and fun. We saw this during Covid where having fun became the best motivator to come back for the next run, next ride or next workout. One great example of using humour and fun in fitness is Peloton – specifically their instructor Cody Rigsby.  During the bleakness of lockdowns and quarantines, Cody didn’t rely solely on inspirational speeches to get his riders on the bike. He was raw, honest and brilliantly witty. “If cauliflower can be pizza, you can be anything you want.” Since then, he has performed on Dancing with the Stars in the US as well as advertising on social media for beauty brands to credit apps.  It’s easy to see why Cody’s special brand of humour attracted so many more riders to Peloton – with viral clips of his speeches boosting their brand awareness globally. Where studios were once looking for inspirational gurus to lead their followers, now, a little realness is a must for bringing repeat customers in. After all – after a long day, people are much more likely are to turn on their favourite 30-minute rom-com rather than watch an inspiring 3-hour drama. Lauren McGreen is a #runtok TikTok personality that is also adding fun into a serious sport. Short skits with titles like “Your favourite run club members”, “If a runner was on MTV Cribs” and “Run Brands Grab Coffee” make light of elite personalities and brands in the running world. We all know an obsessed runner friend who plans their social life around the kilometres and calorie goals for that week, begging you to come along the next time. That friend is Lauren. You’re going on the run with her – not because you’ll hurt after, because your ribs will be sore from laughing. We’re seeing a similar shift in the beauty industry Beauty brands and influencers that are seen as relatable, authentic, and funny are gathering bigger and bigger audiences. Celeste Barber is a great example of ‘poking fun’ at beauty and fashion. Her #ChallengeAccepted series made her a favourite locally and abroad. She is comfortable walking the line between performer and comic relief. A walking meme, she twists the unattainable Instagram flexes in your feed to laugh out loud moments. Observational comedy that will stop you in your tracks. Similarly, POOG is a beauty-comedy podcast that bills itself as “an ongoing conversation about wellness between two obsessive friends” with a “naked desire for free products”. The hosts effortlessly blend their (often hilarious) discussion of the absurdity of health and wellness with product placement – like their adoration for the Athletic Greens supplements, or a sponsor voice-over advertisement for the Better Health app. Advertisers are explicit, but keen listeners know to be featured on the show is essentially a 5-star review from the hosts. Conflicts of interest are not only welcomed, they are applauded. Key takeaways for brands Companies who understand how their brand’s ‘personality’ is perceived can use these tactics as a basis to play. If you were in a real-world conversation with other brands, what might that look like? What can that reveal about your customers might see you? Reframing your language, approach and tone can cut through just as much as a slick brand campaign – maybe even more. Slick advertising is no longer the best way to cut through.  User-generated content is king, and real people are the selling point. Just look at Nairobi-based comedian turned Fenty Beauty Ambassador Elsa Majimbo, whose low-fi, hilarious TikToks have launched her into the stratosphere. Ensure your brand’s celebrity endorsers, influencers or ambassadors are viewed as ‘relatable’ by your audience.   Sportswear giant Nike experimented early in this space. In 2016 they partnered with Kevin Hart through their campaign ‘Run with Hart’. While the comedian was self-deprecating and funny, undoubtedly motivating a whole new audience to take their first run, he also fit a little too closely into the athlete mould – with a physique beyond what most of us could aspire to. Hart was funny, yes. But relatable? Less so. Nike’s most recent collaboration with Megan Thee Stallion is hitting closer to the mark. The rapper rings wit and realness to her workouts – like her ‘Hottie Bootcamp’ on Instagram:  “I know I want to have a nice ass. But do it have to hurt to receive this ass?”  Doesn’t everyone feel like this? Yes. It’s not about preaching to be your best, live your best, train your best. Your best isn’t needed here, just you. That is what is most empowering. In the health, fitness and beauty spaces, it’s clear we’ve seen massive changes. Brands that recognise these changes, and pivot accordingly – prioritising realness and authenticity – are setting themselves up to ride the wave.