Yves Saint Laurent‘s new men’s fragrance, Y, was already launched in August. But the French luxury fashion house continues to promote its latest product by enlisting Adam Levine to become the brand’s first digital-only fragrance ambassador.
According to L’Oréal USA president of international collections Alexandre Choueiri via WWD, he said that “Adam Levine will not appear in print ads [while] looking to [do] something completely new and different in the digital space only.”
“We thought it was relevant for YSL Beauty, and especially this fragrance,” he added. “He celebrates the young man who is creative… who explores new frontiers and trusts themselves.”
Levine is best known as the lead singer of Maroon 5 and also one of the judges for the American reality TV show, The Voice.