Insights · July 16th, 2008

One the most unusual and enjoyable jobs I have had as a futurist came in late winter this year, for Proctor & Gamble Beauty, a job which I did via DeVries Public Relations of New York. DeVries was recently named the Consumer PR firm of the year.

The job involved a new product introduction by P&G Beauty, a line of products based on new science called Aquacurrent, which itself was based on the nobel-prize winning discovery of “aquaporins.” The latter are proteins that channel water through the millions of human cells. Working with this discovery, P&G scientists (did you know they have one of the largest R&D teams in the world?) reformulated several branded products, and created new ones, all designed to enhance the movement and retention of moisture.

What did they want from a futurist at the product launch in New York? I helped to research and then did a scene-setting presentation on the channeling of water, from ancient canals to current day closed-loop green buildings to micro and nano-channeling of water in medical and filtration devices. Water is life was the theme.

Check out the press release on Aquacurrent Sciencefrom Devries and P&G.

Glen Hiemstra is a futurist speaker, consultant, blogger, internet TV show host and founder of To arrange for a speech contact

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Nikolas Badminton – Chief Futurist

Nikolas Badminton

Nikolas is the Chief Futurist of the Futurist Think Tank. He is world-renowned futurist speaker, a Fellow of The RSA, and has worked with over 300 of the world’s most impactful companies to establish strategic foresight capabilities, identify trends shaping our world, help anticipate unforeseen risks, and design equitable futures for all. In his new book – ‘Facing Our Futures’ – he challenges short-term thinking and provides executives and organizations with the foundations for futures design and the tools to ignite curiosity, create a framework for futures exploration, and shift their mindset from what is to WHAT IF…

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