Does sex sell? Not always.
Andrew Edelblum, assistant professor of marketing at the University of Dayton, explores when beauty backfires.
Andrew Edelblum is a University of Dayton assistant professor of management and marketing whose work explores identity, ethics, branding and consumer culture. A member of the American Marketing Association and the Association for Consumer Research, he teaches or has taught courses in buyer behavior, marketing research and social media marketing. His research spans consumer-brand relationships, digital culture, and technology.
Does Sex Sell? Not Always
“Sex sells” is a long-standing marketing truism.
Whether promoting an exotic sports car or intimate fragrance, advertisers often rely on attractive models to enhance perceived credibility and brand appeal … and boost purchases.
But when it comes to fitness influencers … social media personalities sharing workouts, nutrition tips and lifestyle advice — that might not be the whole story.
My coauthors …Abby Frank and Justin Palmer … and I examined whether attractiveness carries hidden promotional liabilities online … and found a counterintuitive twist we call the “beauty backfire effect.”
In other words … excessive “hotness” can actually work against you.
In three studies, we discovered highly attractive fitfluencers often get less engagement than their moderately attractive peers.
Why? They’re seen as less relatable and more likely to spark social comparisons … the kind that deflate followers, not inspire them.
In fitness, credibility depends on being an attainable coach and role model. Our results suggest if your physique feels too out of reach, people tune out … no matter how impressive it looks.
But there’s a fix … humble self‑presentation.
When highly attractive fitfluencers share personal struggles … like missed workouts, form challenges, even dietary slip‑ups … they close the relatability gap and re-energize their audience.
This reflects a broader trend … in today’s social media world, authentic imperfection often resonates more than polished flawlessness.
Attractiveness can be an asset … but without relatability, it risks becoming a liability.
Sometimes, the most engaging thing you can share is proof you’re human, too.
Because when your followers see themselves in you … that’s when they stick around.
Read More:
[Wiley] – The Beauty Backfire Effect: How Extreme Attractiveness Undermines Fitfluencer Relatability and Engagement
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