Dior in order to reach out to new, younger consumers as well as to help older generations reminisce is offering a twist on their next Eau Sauvage campaign.

They have decided to take the unusual step of using a celebrity’s face, French actor Alain Delon’s, but as that person appeared when much younger.

Delon will appear as photographed by Jean-François Périer in 1966 in Saint Tropez when he was 31, the year of the creation of Eau Sauvage by Dior.

Eau Sauvage by Dior was created by perfumer Edmond Roudnitska, who made the perfume legendary and characteristic for its fresh, citrusy notes, composed with spicy lavender on a masculine, woody base.

Dior Parfums said,

“It was obvious. Alain Delon is a myth alive and Eau Sauvage, a classic French perfumery,” “We chose a photo from 1966, because it is the year of creation Eau Sauvage.

This image has not aged and will allow us to reach both the men who remember Delon at that time and younger customers to be seduced by its rebellious and irreverent.”

More than 80 million bottles have been purchased since its launch !