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  • Sweating has never looked so sexy
  • Sweating has never looked so sexy
    plantronicsgermany, Creative Commons (2013) ©
CASE STUDY

Sweat Cosmetics: make-up that’s made to sweat in

Femininity and fitness are increasingly regular bedfellows. From gym classes where heels are compulsory to Victoria’s Secret workout garb, feeling sexy while you sweat has never been easier. Sweat Cosmetics is a make-up line for women who want to wear make-up while they keep fit, too.

Location United States

Scope
A bead of sweat trickles down the temple of a woman in a roomba class, her fringe sticking to her forehead. Another stops her stint on the rowing machine to wipe away her running mascara. A muffin top wobbles in a pair of bikini briefs. Missy Elliott’s ‘Get Ur Freak On’ is the soundtrack; an audible embodiment of female defiance. “Damn right I look hot,” reads the adverts tagline.

Sport England’s award-winning This Girl Can advert drew international attention for addressing one of the key deterrents to working out amongst women; self-confidence. But there are an increasing ...

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