The 21st century is marked by radical changes in economic, political and cultural life causing corresponding corrections in interrelationship among people and social intercourses. The quality of the social intercourse is partly determined by etiquette – behavioral norms applied during the process of communication. Etiquette is closely connected with the inner culture of an individual, its aim being the regulation, harmonization and anesthetization of human relations in the society. Dynamic development of the modern society introduces different innovations which, in their turn, raise the question of the role of traditions and innovations in social processes. Traditions are a historical heritage, a mechanism of accumulating, preserving and transferring experience. In etiquette the traditions are most strikingly marked in general human behavioral norms. Innovation, i.e., upgrade, novelty is a creative activity and its results. Innovation emerges as a response to contradictions in the life of the society and makes the system – in this case – etiquette flexible. Fast formation of innovations in modern etiquette takes place due to several objective factors: (1) the globalization of society necessities the formation of unified behavioral norms in international intercourse which facilitates easier contacts with the representatives of different national cultures featuring different norms of behavior; (2) democratization and rational substantiation of the model of conduct ensures a more flexible and versatile use of the etiquette corresponding to the particular situation; (3) development of the new technologies and their introduction into the surroundings and social life requires the formation of their standards of application; (4) formation of new formerly very rarely observed situations (e.g., unisex marriages) causes the emergence of the corresponding model of conduct. Most innovations today pertain to the formation of a person’s outer image which is subject to quickly changing fashion tendencies. Nowadays the etiquette standards change every 5-7 years and are adjusted correspondingly.