SCENT OF A MAN. Maroon 5 front man, “The Voice” judge, actor and new father, Adam Levine now has a new role to play, the new face of Y, the latest masculine fragrance by YSL
Although Yves Saint Laurent’s (YSL) latest fragrance for men, simply named ‘Y’, features its own cast of male models promoting the masculine scent in print and video campaigns, to better attract the online crowd the French fashion brand has taken a different approach. To appeal to the digital savvy market of today, Yves Saint Laurent has recruited their first ever digital ambassador, calling upon musician Adam Levine of Maroon 5 to take the reins. It seems to be perfect timing as “The Voice”, where Levine just happens to be a judge, has just aired. Not only putting their trust in the musician’s dashing good-looks to draw in a new audience, Levine’s over 10 million followers on Instagram is also a good indicator of why he was a good choice.
YSL had this to say about Levine’s new role, “Adam will engage a stylish, music-loving audience, his popular appeal ensuring a wide-reaching public and social presence. A perfect pairing for Y’s innovative spirit & creative style, the fragrance is rooted in that same sense of freedom that Adam personifies.”
Talking about his new gig, Levine has stated, “I’m psyched to be collaborating with YSL Beauty, a brand which has always appealed to me for its standout style and ground-breaking imagery. As a musician, I relate to the raw passion and strong sense of individuality of YSL; and being a part of the story of Y is exciting to me – it is not the story of one man, but of a whole creative generation. I’m excited to develop our relationship and see where it will lead.”
This wasn’t the only big news to come from Adam Levine, as he went on to announce to his Instagram followers that Marron 5 will have a new album coming out soon titled “Red Pill Blues”.
Check out the video for YSL’s new Y fragrance (not featuring Adam Levine) below.