Teen Favourite ‘Montagne Jeunesse’ Re-Brands As 7th Heaven: Women Of A Certain Age Weep!

If there was one product to sum up my teenage years, then undoubtedly it would be Montagne Jeunesse face masks. The brightly coloured and sweet smelling concoctions made me feel like a total princess, offering more of a ‘girls night in’ moment rather than any hardworking skincare benefits. Well into my twenties I reached for these little packets everytime I popped into Superdrug, indulging in a little ‘me time’ on a Saturday night before I hit the town. I love the fact they haven’t changed much over the years, retaining their sense of fun and acting as a great introduction to skincare; I’m pretty sure this was the first brand that taught me about removing impurities from the skin! However, thirty years since their launch they’ve re-branded with a rather controversial name. Montagne Jeunesse is no more, but 7th Heaven is apparently here to stay.

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.

Features PR samples unless otherwise stated. To read my full disclaimer, click here.  




  1. Heather Nixon
    May 8, 2015 / 1:50 pm

    I used to use these masks when I was a teen, I thought I was so grown up using them! I wish they hadn't changed their name xHeather | Of Beauty & Nothingness x

    • London Beauty Queen
      May 10, 2015 / 4:04 pm

      Me too! Like it was a real adult thing to do, lather yourself in a bright pink face mask ; )

  2. Gillian: Eyeliner Flicks
    May 8, 2015 / 2:25 pm

    I thought the 7th heaven was just the name of their most recent range, I didn't realise they has actually rebranded. Don't like it, Nope.Still like the masks though, even in my 30's they are still a good easy pamper for less than £1.Gillian xx EyelinerFlicks

  3. Philippa
    May 8, 2015 / 2:43 pm

    I agree, I thought the name before was fine! ABlogByPhilippa

  4. Vesna Lasic
    May 8, 2015 / 5:17 pm

    It sounds a bit cheap now, but honestly, I never even checked the brand name when buying, all I saw was the colourful photo hah, so I guess it doesn't even matter.

  5. Magda Zet
    May 8, 2015 / 8:52 pm

    It seems to good and yummy :)meta177.blogspot.com

  6. Katie
    May 9, 2015 / 7:27 am

    I can't believe they've changed their name but I do have to say this new name is a lot easy to spell, and say 🙂 xlipstickandmascaras.blogspot.co.uk

    • London Beauty Queen
      May 10, 2015 / 4:05 pm

      Yeah I definitely think that's why they did it – but it didn't hinder them for 30yrs, so why only change it after three decades?!

  7. Anonymous
    May 9, 2015 / 7:50 am

    I literally couldn't care less

  8. Jasmine Stewart
    May 9, 2015 / 12:26 pm

    Their masks are fun however they haven't changed anything else about their brand image so I feel they should have stuck with the name! xx Magpie Jasmine

  9. Kiss & Make-up
    May 9, 2015 / 4:10 pm

    Booo, nope, don't like the name change! And for the record, I TOTALLY know how to properly pronounce Montagne de Jeunesse 😛

    • London Beauty Queen
      May 10, 2015 / 4:06 pm

      Ha, I only can after being taught ; )

  10. natscherry
    May 10, 2015 / 9:10 am

    I can help but laugh and not in a good way. I love the masks and always have (peel off mask still reminds me of pulling elmars glue off my hand as a child!) But the name is the same name as an old gentlemems club in Glasgow. Bring back the old name!! Xx

    • London Beauty Queen
      May 10, 2015 / 4:06 pm

      Lols. I did think it was a bit too, erm, provocative for a face mask!

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