The famous singer of the pop-rock band Maroon 5 will be taking on a new mission in the fashion world. Indeed, Adam Levine has been chosen by Yves Saint Laurent Beauté to represent it internationally and lend his features to its Y eau de parfum. The singer is proud to accept this collaboration again, especially since he has always been a fan of the brand. This isn't the first time the brand has approached the handsome young man, as it already named him the digital ambassador for Y perfume in the United States last October. But this time, the judge of The Voice US will be able to expand his role to the international level.
"I find it incredible to be able to expand my role with Yves Saint Laurent Beauté and reach an international audience through a brand that I have always loved, particularly for its exceptional style and visionary spirit," he said.
Adam Levine, the perfect portrait to represent the Y fragrance by YSL Beauté
Yves Saint Laurent Beauté wanted to target a young and connected clientele by creating its Y fragrance. Indeed, at the launch in August 2017, the brand affirmed this and reinforced that this new fragrance was aimed at Generation Z, young people born after 1995. This is why the brand turned to Adam Levine, a famous singer very popular with young people, to play the role of digital ambassador of the fragrance. The star therefore began by representing the new fragrance through social networks, particularly Instagram and Snapchat, an effective strategy to reach the brand's targets. It was a huge success because Adam Levine's profile perfectly matches what Yves Saint Laurent Beauté is looking for. He was perfect for this position and, moreover, he was followed by 10,3 million subscribers on Instagram.
"As a musician, I identify with YSL's raw passion and sense of individuality. Being part of YSL's story is exciting for me; it's not the story of one man, but of an entire creative generation," Adam Levine said in his first collaboration with the brand.
And today, it's official! Adam Levine continues his journey at YSL Beauté as the new face and international spokesperson for Y Eau de Parfum.
"For me, it's important to continue the Y story: I have no difficulty in associating myself with the passion and the powerful sense of individuality that emanates from the house of Yves Saint Laurent, but above all, I think this story fits perfectly with today's creative generation," he explains.
Passion and ambition, words very familiar to Adam Levine
Adam Levine is passionate about what he does. Being both a composer and a singer, he has always known how to lead his band to success. It was in fact in the face of the brilliant success of this American singer that the Yves Saint Laurent Beauté house could not resist and stated in its press release that Adam Levine embodies "the dreams and passions of men who want to forge their own path in life." Moreover, the brand plans to present a commercial directed by Colin Tiley next August. But it also plans to complete its olfactory collection with a new version of Y that is even more intense and mature. You are probably impatient to discover this new fragrance, but you will have to wait until August for more details!
Quentin
