Physical perfection, of course, is not a new concept. It’s been around for centuries. You only have to look at classical Greek art—civilized man depicted with perfect features, all in perfect proportion. In the 20th century, we developed a more futuristic vision of perfection—a science-fiction world where technology would rule over an age of superhuman performance and physical empowerment. But in reality, we aspire to a more individual kind of perfection.

The way we see our bodies is constantly evolving. Each generation thinks about it in its own way and has its own questions. Should religion, for example, govern the body? What roles do freedom and sensuality play? Is the mind more important than the body? It’s always about finding the ideal relationship between body, mind and soul.

The future is still about physicality—but not as we know it. We are now thinking about our bodies rather differently. There used to be an external ideal of how our bodies should be—part of a bigger picture set by the societal conformism encouraged by religion, military, government and media of the times. Yet that one-dimensional view of how we should look or behave is giving way to a more individual perspective. The objective body is fast-becoming the subjective body.

It is no coincidence that Dance is currently one of the fastest-growing activities in Europe—we want to use our bodies to express our individuality. And the appeal is less in the prechoreographed moves of classical ballet, and more in the improvised interpretation of contemporary dance. We want to use our bodies more to express than to perform.

The biggest challenge is to find ways to connect with what people already have. It’s still about perfection—but more about being more perfectly you than something else. And today there isn’t a sense of perfection without being good—we need to feel that we are good, and we are buying into brands that are good. So the desire for perfection has been superseded by the desire to be complete—physically, mentally and spiritually. We want to be perfect, we want to be good and we want to be complete—so how do we do it, and how do brands help us?

The journey that we are taking in relation to our bodies goes from perfection—an external ideal of what body is like—to authenticity. Today, we are increasingly inner-directed—meaning much of what we do is motivated by a desire to “express” ourselves more completely. We want to become authentically ourselves, and consequently yearn for a complete and natural integration of the self.

From MBTs, to Nintendo Wii, to Endurance Suits, to Nike+iPod, to biometric identification and functionally enhanced products, brands of all kinds today understand how to enhance our physical performance—they reduce our wrinkles, lower our cholesterol, give us stamina, involve us, keep us lean and slim, give us mobility, monitor our bodies and workout rates, secure our own identity, pamper us and even feed our souls.

But it’s not just about making our bodies more beautiful, more efficient or healthier. We are looking for ways to really connect with our body to express who we are. We want to heighten the sense of our own physicality–without being superhuman or super-functional. The role of brands can be to make people feel free by enabling self-expression.

In this new era of physicality, it is the brands that allow us to use our bodies in the most intuitive and expressive ways that will be desirable. And there are a number of brands that are beginning to do this. So what does it mean for brand designers? Well, with different types of brands and product categories, there is huge opportunity to exploit this more-subjective physicality through simple, natural design that takes its inspiration from, or for, the body, yet fits with the brand truth. It’s about connecting with the body as much as possible—we have to see a breakout of conventions and be as expressive as possible.

Recognizing that 80 percent of what you you put on your skin ends up in your bloodstream, a new brand of biodynamic skincare from Nude Skincare (www.nudeskinscare.com) has just been launched in London’s brand-new Wholefoods store. Beautifully and stylishly packaged, it’s as ecofriendly and effective as it can be with the current state of affairs on both issues. The products are 99-percent naturally derived and free from parabens and all the other nasties. Nude uses source-certified organic, fair-trade or community-traded ingredients wherever possible.

Nude Skincare ingredients work pre- and probiotically with the natural microflora of the skin, stimulating the skin’s own natural defenses against pollution, while promoting good skin health—specifically moisture. OK, enough of the talk, because as we well know every brand has a story, and the proof is in the pudding. But the visual presentation of Nude is just stunning. Starting from a logotype which is as naturally balanced as can be, the simple, natural and organic shapes of the identity have then inspired the beautifully smooth, “skinlike” bottle shapes. This visual identity of form and style has then been extended and applied consistently across the range of 16 or so complementary products—with each bottle having its own mineral-esque color scheme, relating to product type.

Many women are finding it increasingly difficult to find clothing that fits, especially with the arbitrary sizing of different High Street stores. A woman could be a size 10 in one store but a size 14 in another, and things like vanity sizing—where brands label clothes smaller than they are to make customers feel slimmer—are also blurring the issue. In response, Harrods is now introducing made-to-measure clothes, thanks to a Bodymetrics machine,which creates 3D measurements for an accurate fit. The technology is already being used in stores like Selfridges in London and Le Bon Marche in Paris, where customers can have a pair of bespoke jeans made to their measurements. The Harrods system enables customers to have a piece by one of the store’s designers—such as Vivienne Westwood or Nick Holland—made to really fit them.

Waitrose—the UK’s leading retailer—has recently transformed the cosmetic sector, using expertise it developed in the food-and-drink sector. Having established core-product ranges that meet the differing needs of women, their new line of facial and body care for men—Skin Tools—reflects how mainstream men are taking care of themselves. While this is not new, Skin Tools is designed to speak more in a “real” way to men, and avoids the motor-sport-enthusiast visual clues of so many other male cosmetic brands.

It is not just products, but a whole retailing-immersive experience that can allow us to be part of something bigger and more expressive. Marks & Spencer—the revived flagship clothing and food retailer—has recently introduced its Plan A, a five-point plan for the environment and sustainable trading. With over 100 stated changes to make—regarding issues like climate change, fair trade, reduced waste, sustained raw materials and health—as consumers we can be reassured that a major brand is doing something on a scale that we can’t—a symbiotic brand/consumer/producer/planet relationship.

Time-poor consumers are looking to “mood” products to help manipulate their moods and stimulate happiness. Smiley is the world's first anti-depressant perfume. Containing phenylethylamine and theobromine—which promote euphoric feelings and block adrenalin receivers (therefore lessening stress), respectively—Smiley claims to create a mood of happiness.

And of course, cosmetics are only one part of how we augment what is already there. We see new derivations of how cosmetics work in different ways. SIP is a beverage brand enriched with beautifying ingredients like antioxidants, vitamins and essential oils. The packaging is natural and reassuring, clearly linking natural benefits with well-hydrated skin: Beauty from the inside out.

So what is the future for our bodies? Age, health, sex and beliefs are all factors that influence our mind-set, our desire to express who we are and what we naturally possess. We want to do what is right for us in a totality, and for brands it is about having a view of what you stand for—in relation to the human body, and what we want for our bodies. The future of the body is the rediscovery of the true self—it is not about simply transforming it, but tapping into what’s already there. Brands play a role in facilitating the expression of who we are, and therefore should focus less on forcing something new on us and more on telling us how they will help us be who we are now. As for design, great brand designers understand the powers of touch, sensation, experience, space, functionality, mobility and technology—these are the tools of our trade, and the real challenge is to truly harness the power of physicality to the power of expression.