Why the Weight-Loss Industry Is Starting to Use More Male Celebs as Spokespeople

Rob Lowe and DJ Khaled encourage healthier lifestyles

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Diets: They’re not just for gals anymore! And by the way, it’s not a diet. It’s a lifestyle.

There are major changes afoot in the weight-loss industry, with many marketers focusing on health and wellness, rather than calories, scales, inches and tape measures.

And two powerful brands, Atkins and Weight Watchers, have recently taken the unusual, stereotype-busting step of hiring men as spokescelebs.

The preternaturally youthful Rob Lowe will spend 2018 as the face of the Atkins “Life Well Lived” campaign, and recording artist-producer DJ Khaled has become Weight Watchers’ first social media ambassador.




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This story first appeared in the Jan. 15, 2018, issue of Adweek magazine. Click here to subscribe.