A sixties icon returns, but who knows or cares

Kiehl's Peter Max window display, The Hudson's Bay Company, Vancouver, BC

Kiehl's Peter Max shopping bag, The Hudson's Bay Company, Vancouver, BC

Peter Max was an icon of the late 1960s and early 1970s psychedelic art movement. For Christmas 2015 Kiehl's, the New York-based cosmetic firm, is using Peter Max's designs on its shopping bags and packaging.

I spoke to the Kiehl's sales person and she mentioned that most customers have no idea who Peter Max is. So why is the firm using his designs?

Peter Max's designs are striking and distinctive, but if no one know who he is, then why not pick a current artist that will resonate more with the target market? I'm confused.