Sponsored article.
Turning the big 3-0 can be scary, but for one brand it is the beginning of an exciting new chapter. To help celebrate its 30th birthday, Montagne Jeunesse is undergoing a name change and launching brand new packaging.
While Montagne Jeunesse is a visually recognisable brand, many consumers struggle to pronounce or remember the brand name. As a result, the brand is taking on a new name in 2015: . “If you didn't know how to pronounce our name, don't worry, you're not alone! The brand has always been visually iconic but many of our fans could never recall or pronounce the brand name, so this sparked the change,” explains brand manager Jessica Longo.
The title 7th Heaven is inspired by over 1000 acres of natural parkland in the south of Spain belonging to the company. Ley lines are believed to run through the ancient settlement, giving it special energy. The land also has an underground aqueduct and a natural spring, and the brand uses this energised natural spring water in their face masks. “The piece of land owned by the company seemed like the perfect name as our masks take you to 7th Heaven,” says Longo.
The revamp sees the brand not only introduce a stronger name that is easier to remember, but also welcoming simplified packaging. “Launching a brand name with such a strong meaning behind it will generate higher engagement and create a solid foundation to become a brand you will remember! Such a big change also called for a packaging upgrade - the new packaging has been simplified, making the purchasing decision easier for consumers,” reveals Longo.
The new packaging will highlight product benefits, the key ingredient, and what skin type the product is suitable for. It also portrays a more modern look, which reflects the brand’s new direction. Despite the revamp, the brand’s loved and tested formulas will remain the same.
7th Heaven is built on the brand ethos that made Montagne Jeunesse a global leader – namely using natural ingredients with minimal processing, and being vegetarian approved and against animal testing. “Being true to the strong values and principles that the brand stands for has allowed the brand to grow into what it is today,” concludes Longo.