iiaa rebrands to promote ‘active’ ageing

The iiaa has announced a new brand name, with the International Institute for Anti-Ageing now known as the International Institute for Active Ageing.

According to the iiaa, the new name proactively changes the narrative around ageing, encouraging individuals to face and embrace the ageing process.

Founded over 30 years by husband-and-wife duo Tracy Tamaris and David Alpert, the iiaa is headquartered in London and home to two skin health brands – Environ and Advanced Nutrition Progamme.

“They used to say when you were 52 you became absolutely invisible, and that has completely been turned on its head,” said Tamaris. “We have such wonderful, powerful women, who are the most incredible role models – older women who are living their lives, who are vital, who are young in their attitudes.”

“You have to be active as you age to retain health,” added Alpert. “When it comes to active ageing, you have to consider your biological and your chronological age, and what you ideally want to do is get your biological age as low as possible.

“To do that you have to intervene, you have to be active – and that’s what I believe the new name for the institute really sums up.”