"It hurts to be beautiful." Now there's a gospel message! Plus it's bad advertising. We'll leave aside the obvious problem that I, just for example, could work out four hours a day and never be mistaken for Brad Pitt (or, to be more age appropriate, Sean Connery). The larger issue has to do with our culture's prevailing value, which is avoiding pain at almost all costs. Relatively few of us will actually pay to suffer.
But is it better than saying that weight loss and fitness are effortless? Maybe. Still, I'd prefer the double meaning of a middle-ground message: "Being beautiful is easier than you think." So it is, when, as a matter of rigorous (and popularly priced) spiritual exercise, you begin to see yourself as God does. Besides, even Marine recruiters minimize the pain of basic training until they actually get you inside the gates of Camp Lejeune.
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