By  on June 19, 2011

Vassiliki Petrou, the London-based marketing director of trends & innovation for the P&G Beauty and Grooming division of Procter & Gamble Co., opened the daylong WWD Beauty Forum with a pulsating presentation outlining socio-cultural trends that could influence the beauty industry during the next three to five years. She began by articulating an underlying observation: “We are reshaping what it means to be a human being.”

Around this issue swirls a number of Asian-inspired movements and countermovements, driven by developments such as “a blending of the physical and digital worlds, the development of science which is shaping what we call the transformation of humanity, the fact that there is a diffusion driven by a huge demographic trend — we are going to call that ‘it’s a small world.’ ” The last factor involves the redistribution of wealth and redefining status, Petrou said.

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