FOR an advertising campaign that aims to appeal to women from 18 to 25, Sexy Hair, the hair care brand, did not hire a celebrity spokeswoman within that age bracket like Selena Gomez or Emma Watson. Rather, the brand is featuring an actress who, had she not died in 1962, would be 87 today: Marilyn Monroe.

A new campaign—with the slogan “Styles change. Sexy is forever.”—features photos of Monroe with quotations from her. “If I’d observed all the rules, I’d never have got anywhere,” she says in one ad. In another, “In Hollywood a girl’s virtue is much less important than her hairdo.”

The campaign, which is by Yard in New York, will be introduced on Aug. 22 and will appear in magazines including Cosmopolitan, InStyle and Allure, and on billboards and online. Sexy Hair, which was introduced in 1999, is available primarily in salons, and before this campaign had been advertised primarily in trade publications.