They say: "30 years ago we began mixing natural vegetarian treats in our vegetarian kitchen. We needed a name: something that summed up our fun loving attitude & natural herbal roots, something to let the world know what kind of caring people we are. It had to be catchy and roll-off-the-tongue. Unfortunately all the cool laid-back names were already taken; we finally agreed on Montagne Jeunesse, French for Mountain Youth. Hands up all those clever-clogs who can pronounce it? We get it! Everyone instantly knows our iconic face but no one can say our name. So, we asked our fans, ‘help us rename the baby’ and 7th Heaven was discovered."
Kudos for involving your fans in this re-naming process and kudos for understanding the fact that nobody can pronounce Montagne Jeunesse... But that was kind of the whole point! We loved the fact that everybody knew the brand, but nobody could say the name; we loved the fact that the brightly coloured packs and cheesy photography were underlined with a slightly exotic French title. Why wait thirty years to change your brand when it was doing rather well on its own? For me, 7th Heaven makes the brand a touch too cheesy and mainstream; its sparkle has been replaced with something quite generic and a little too 'seven minutes in heaven' for me. (Watch 13 Going On 30 if you don't know what I mean!) I'm interested to see how this new brand name works for them, but for me it's like Take That splitting up all over again. Why take something away from me I hold so dear? Sob. Bring back the original I say - retro is still on-trend.
What do you think of this re-brand? Are you mouring the loss of Montagne Jeunesse, love the new name, or couldn't care less either way? I'd love to know!
The 7th Heaven face masks are available to buy nationwide, priced 99p.