The Anti-Aging Centre Rebrands As The Longevity Centre And Signs Milind Soman
The Anti-Aging Centre has rebranded as The Longevity Centre and named Milind Soman its brand ambassador, moving the proposition from reversing ageing to living well through it.
- Name: The Anti-Aging Centre (TAC) becomes The Longevity Centre (TLC)
- Brand ambassador: Milind Soman, actor, model and endurance athlete
- Founders: Dr Abhinav Sharma and Dr Bhavana Sharma
- Services: metabolic health, gut and microbiome health, hormonal health, biological age, genomic testing
- Campaigns and promotional work featuring Soman are planned
Why The Longevity Centre Changed Its Name
“Anti-ageing” makes a promise the category has struggled to keep, and it sets the customer against their own body. “Longevity” sells the same tests and consultations as a way of staying well for longer, which is both easier to evidence and easier to keep selling.
Co-founder Dr Bhavana Sharma has described the change as moving beyond simply preventing or reversing ageing towards helping people hold on to health, vitality and quality of life as they age.
Why The Ambassador Fits The New Name
Soman is 60 and best known for endurance running rather than for looking younger than he is. That is the distinction the rebrand is making, in a person: the proposition is capability rather than appearance.
“Longevity is not simply about living longer, but about staying healthy, active and independent as we age,” Soman said of the association.
The Harder Part
Preventive health is a category with a payment problem. The customer is well, the benefit is years away and nothing visibly happens after the money is spent, which is why the field leans on diagnostics: a biological age number or a genomic panel at least produces a result on the day.
A name that promises longevity rather than reversal is more honest, and it is also harder to advertise, because the outcome it sells cannot be photographed.
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