Face Time

In October 2021, Mark Zuckerberg announced that Facebook would be changing its name to Meta, pivoting from an old-school social networking platform favoured by Boomers to become a hub for the metaverse, a digital world where people socialize, work and play using video game-style avatars. Interesting? Yes. Sci-fi? Definitely. But healthy? Well, not exactly. This powerful vision of the future where social lives are primarily conducted through VR headsets begs the question: Is human connection the ultimate luxury?

With the ongoing advancement of social technology, in-person interaction is slowly eroding from our daily lives. We speak to doctors, therapists and even beauty professionals through the medium of a screen; we shop by tapping thumbnail images rather than visiting a boutique. We may live in a time of unprecedented convenience, but the setbacks are just as pronounced as the benefits. But by specializing in caring for the uniquely personal and individual, the beauty industry is uniquely poised to preserve and enhance the joyful experience of human connection.

“When so much of our time is spent online, I think our subconscious craves in-person interaction,” says Ivana Dojcinovic of Sweet Skin in Okotoks, AB. “Making time to go get a therapeutic facial with an esthetician or even a simple coffee date with a friend, honours our deep rooted desire to feel human connection.”

Indeed, getting a treatment at a clinic or spa is one of the few remaining occasions for a truly personal—and personalized—wellness experience. “Coming in for an in-person service or consultation, it’s a mix between social hour and self-care,” says Karmen LaMer of Tight Clinic in Toronto. Suzie Rousseau, who owns pH Santé Beauté in Montreal agrees, suggesting, “Fundamentally, we work in the field of human connection.”

By optimizing those all-too-rare moments of human connection, what sets interactions in the beauty space apart from other industries are the opportunities for complete personalization and customization, from a spa’s unique ambiance and vibe to the products selected for a treatment and the care and energy exchanged throughout the experience.

True customization is a cornerstone of the Biologique Recherche philosophy, where all treatments and at-home regimens are based on a personalized dermo-cosmetic diagnosis following an analysis to ensure they match your needs. Case in point: Biologique Recherche’s range of 90 facial products that suit every individual need.  

At Glow Dermal Therapy in Vancouver, founder Amanda Hlatky strives “to create an environment where our guests feel heard, understood and valued.” By treating customers with the utmost care, beauty professionals are able to provide real care centered around a person’s individual needs while treating specific skin conditions. As a result, customers always leave feeling uplifted, one of the many reasons why they build loyal, decades-long relationships with their beauty pros.

Human connection is undeniably a luxury experience that’s becoming harder and harder to get a hold of—but thankfully one that’s excelling in the beauty industry.

Credits

COPY, ISABEL SLONE; PHOTOGRAPHY, BRANDON TITARO; HAIR & MAKEUP BY JASMINE MERINSKY; MODELS, DONNA (NEXT CANADA), CHARLIE (NEXT CANADA)