It seems like it's just getting terminology around it. When I was a kid, my dad would put on a suit and style his hair every day. My mom visited a psychologist, but didn't tell anyone about it, and both of them had memberships to the Y so they could exercise. This also made me think of Oral Robert's "Quest for the Whole Man." Some time in the mid-60's Robert's said that getting close to God meant training mind, body, and spirit, and would require individuals to keep their weight down or keep in good physical condition to graduate. While a belief that overt wasn't widespread, the idea of a well dressed, physically fit, and over-all presentable person being of greater social value than the average man seems like a constant pressure for the last century at least.