Adam Levine has been named as the face of Yves Saint Laurent Beauty’s new fragrance.
The Maroon 5 frontman was tapped last October (17) as the L’Oreal-owned cosmetics company’s first-ever digital-only perfume ambassador and promoted the latest YSL’s men’s scent, Y, in the United States.
Following the success of the partnership, Adam’s contract has been extended and he will now be the global ambassador for the product.
“Adam is super-successful and at the top of his career, but still ‘why’ is (what) pushes him to question his choices, to never take anything for granted,” Stephan Bezy, international general manager of YSL Beauty, told WWD. He added that Adam is the “quintessence of coolness” and “embodies the Y values”.
For his Y campaign, The Voice U.S. coach has been photographed by Colin Tilley, with the imagery to appear in print, television and digital mediums in August.
And he divulged that the marketing imagery is a “natural fit” for his personality.
“Y stands out without explicitly trying to do so, and I love that,” the 39-year-old shared, going on to explain that his new gig is a little different to the work he has done before. “It’s more focused on the larger campaign that I’m very excited to be the ambassador for, and (it’s) not just showing me being silly in a bathroom!”
YSL’s Y fragrance features top notes of geranium, lavender and white aldehydes, as well as base scents of balsam fir incense and tonka bean. Adam described the scent as “powerful” and “long-lasting” but also made sure to warn fragrance fans not to be tempted to spray too much on at once.
“I am sensitive to most fragrances, and unfortunately people spray too much on themselves too often. Then they lose what the fragrance was meant to be. So, I’m a proponent of the patented ‘spray and step’ method. I spray, step – that’s it,” he smiled.
