Adam Levine has been named YSL Beauty's first-ever digital-only fragrance ambassador. The Maroon 5 singer, who is expecting his second child with model girlfriend Behati Prinsloo, has been tapped to promote the brand's latest men's scent, Y, which launched in August, and he will soon be a part of YSL Beauty's efforts to reach customers via digital and social media platforms.
Adam's campaign and content will only appear on the company's and his own social channels. "It's different than the competition where you generally pick your face and put it in an ad and that's it," Alexandre Choueiri, president of international collections at L'Oreal USA told WWD, describing YSL Beauty's new venture as a "big deal" for the company. "Adam Levine will not appear in print ads. We're doing something completely new and different with him in the digital space only."
With over eight million followers on Twitter and over ten million on Instagram, The Voice coach Adam is definitely a strong choice to endorse Y and it's hoped this collaboration will appeal to both existing and new customers. There may be room for further opportunities away from the Internet further down the line, but for now, Alexandre is excited about the 38-year-old star's debut project.
"We thought it was relevant for YSL Beauty, and especially this fragrance. He celebrates the young man who is creative... who explores new frontiers and trusts themselves," the businessman added. "We think he's a perfect fit for the brand. He's extremely creative and embodies what we love doing in YSL Beauty - telling our consumers to trust themselves and go above and beyond. We see his creative personality. He's always exploring a new area."
Adam's involvement comes after YSL Beauty executives chose actress Zoe Kravitz as a face of the brand earlier this year, following her stint as a muse.