L’Eau Neuve was created in the spring of 1968. Those free-spirited men and women wearing this fragrance from Katmandu to San Francisco had no idea Lubin’s Eau Neuve was not simply a nod to this new generation and their desire for emancipation. It was also a tribute to a much older eau de toilette called Eau de Lubin. Created in 1798, Eau de Lubin first became popular among the refined gentlemen and ladies of that time and was a favorite of Empress Josephine. That was the inspiration for L’Eau Neuve, which revived gender codes and became the signature eau de toilette for an entire generation.