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Pursuit of Perfection in the Digital Age - Richface

For many, Millennials are a complicated, irrational and self-entitled generation that is indistinguishable from previous generations. With the dawn of the digital age, and a globally connected World Wide Web, it has created a new sense of self for Millennials and their view on the world. A quick stroll to the magazine section or a search on Google will reveal a startling caricature of today’s Millennials. However, being a millennial myself, it is hard to blame this generation for the reputation it has made for themselves in today’s world.


  • According to Time Magazine, “At 80 million strong, they are the biggest age grouping in American history.”
  • According to the National Institutes of Health; 58% more college students scored higher on a narcissism scale in 2009 than in 1982.


Millennial Influences


From my own perspective, there are a few key factors that has impacted the Millennial generation.

  1. The digital self image. Inability to show vulnerability, authenticity and trust their peers. In the digital world of perfection and luxury, the average amount of scroll per person today is about 600 feet per day in 2017 (Hackernoon).
  2. Lack of community and belongingness. (example: cyber bullying and increase suicide rate amongst this age group)
  3. Unprecedented amounts of information (leading to short attention spans and mental illness such as ADD and ADHD)
  1. Inability to see the long game / big picture due to the “Now!” mentality. That’s why companies like Amazon, Netflix and Uber eats are rewarded by their ability to feed a demand right away.
  1. Rising costs and debt levels due to rising tuition, real estate costs and stagnant wages.
  1. Investing in smaller returns
  2. Borrowing at much higher interest
  3. Leasing the American Dream instead of owning it. (couchsurfing,Airbnb), television content (Netflix), phone (rented from communication company), music (streaming from Spotify), etc.

  1. Increased stress (debt, costs, mass information, lack of self, lack in connectedness)
  • Because millenials are trapped in debt, with stagnant wages, constant competition, endless pressure toward amassing additional credentials, millennials are psychologically unhealthy.


Needless to say, Millennials are a confused, stressed out and a lonely generation that makes it look like everything's under control.


The Richface Phenomenon:


As a result of the 5 key influences, millennials are very different to their previous generations including their their taste for luxury.


"Millennials don’t hesitate to parade their lives on live streams, and they would happily turn their friends, families and pets into viral memes at the drop of a dime." — Cassidy Rush, PayScale


Today’s Millennials are not attracted to the traditional status symbols of previous generations. According to recent research by Pamela N. Danziger (luxury marketing expert), Millennials embraces experiences that invite envy in others. Especially if it’s sharable and builds upon a particular “lifestyle”. This is especially true for the affluent, models, socialites and instagram influencers. The American Society of Plastic Surgeons reported last year that female patients aged 20 - 29, have increased demand for face-shaping cosmetic procedures. This includes non-cosmetic hyaluronic acid fillers, Botox and chemical peels.


A report claimed that “claimed that "33 percent of surgeons have seen an increase in requests for plastic surgery as a result of patients being more self-aware of their looks because of social media." from the American Academy of Facial Plastic and Reconstructive Surgery.


Clearly, this new generation of injectees embraces the cosmetic enhancements and shares their pouting lips and puffer-fish cheeks on social media for the world to see.


Another factor that is influencing the Richface phenomenon is the fashion industry. Today, we see many fads that come today and gone tomorrow. In addition to the changing fads in the fashion industry, there are an abundance in luxury imitations that have heralded the decline of fashion being a symbol of luxury. In contrast, botox or a lip filler injection is a clear visual marker for someone who has money. No wonder the search for a more lasting symbol of luxury is leading Millennials to non-surgical cosmetic procedures!


The Richface phenomenon is not something that is invisible to society, instead, millennials share their newly non-surgical cosmetic procedures on social media. I mean, what’s the point of spending all that money if nobody knows about it. Since Botox and other popular non-surgical procedures are still young, we can expect to see the Richface phenomenon continue to build and evolve.





Botox Toronto


Botulinum toxin A (Botox being a brand name) is a neuromodulator which blocks the action of nerves on muscles. That means, it is a toxin that blocks our nerves from telling our muscles to contract. Repeated muscle contraction over time is what creates those static lines (wrinkles on our face when at rest). We use botox treatments to target muscles that form wrinkles. It relaxes the muscles, softening the wrinkle. It can last anywhere from 3-6 months.



Dermal Fillers Toronto


Dermal fillers are injected into the skin to fill in deep or superficial wrinkles, directly softening them. There are many different types of fillers and each tends to work well in some areas and not so well in others. A qualified and skilled injector can give you recommendations on this and what product is right for you. Every individual is unique and the treatment and product should always be tailored to your aesthetic goals.

Learn more about the Difference Between Botox and Dermal Fillers >>


About Therapeutic Aesthetics


Our philosophy at Therapeutic Aesthetics is to provide enhanced natural facial aesthetics through advanced non-surgical cosmetic techniques using botox injections and dermal filler treatments, as well as enhanced nutrition and hydration with our pharmaceutical grade vitamin infusion therapy. Our team consists of Ada, Advanced Aesthetic Nurse Practitioner and Owner, who has been injecting for years and continues her clinical work at McMaster Children’s Hospital in the Neonatal Intensive Care Unit when not injecting at TA and Nikki, Aesthetic Registered Nurse Injector and Director of Patient Care, who also shares her clinical work in the Neonatal Intensive Care Unit when not injecting our beautiful clients. We differ from some other Medical Spas in that we are still actively practicing in a clinical setting that requires the highest level of expertise in our field.


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