The International Institute for Anti-Ageing, the professional beauty supplier and brand owner, has rebranded with a new name more in line with beauty’s growing pro-ageing movement.
Going forward, the institute will be known as the International Institute for Active Ageing (iiaa), removing ‘anti’ from its name in a bid to encourage consumers to embrace the ageing process.
“They used to say when you were 52 you became absolutely invisible, and that has completely been turned on its head,” said Tracy Tamaris, who co-founded iiaa with her husband David Alpert.
“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.”
The institute aims to highlight diversity and inclusivity in its brands and services
Further explaining the reasoning behind the rebrand, Alpert added: “You have to be active as you age to retain health.
“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.”
Active in more than 18 markets, the iiaa offers a training programme for beauty professionals as well as a range of products and treatments to help them deliver better results for their clients.
The iiaa’s rebrand reflects the beauty industry’s shift in recent years away from the anti-ageing label, which has seen brands from Avon to The Body Shop revamp their products and marketing campaigns to show ageing in a more positive light.
