Adam Levine is the face of Yves Saint Laurent's new Y scent

Adam Levine is the face of Yves Saint Laurent's new Y scent

Tell me Y

Text: Renée Batchelor

Adam Levine takes on a global role as the face of YSL Beaute's newest fragrance for men

Adam Levine wears many hats, from being the frontman of pop rock band Maroon 5, judge on The Voice and a People Sexiest Man Alive alumnus (he was crowned in 2013). But he hasn't had a truly prominent ambassador role for a fragrance brand till he signed on with YSL Beauté in October last year. While he fronted the digital campaign in the US then, he's now back for world domination, as he will now appear in global campaigns for the new Y Eau de Parfum. Says Levine, "It's incredible to be expanding my role with YSL Beauty and to be able to reach out to a global audience via a brand which I've always loved for its standout style and innovation. Continuing the story of Y is important to me — it's easy to relate to the passion and strong sense of individuality that the house of YSL imparts, but importantly it also feels right for now, for the creative generation of today."



While the original scent, created by Dominique Ropion, was a woody blend with a fir balsam and cedar base, and notes of white aldehydes, beragmot and violet leaf, there's no word yet on what the EDP version will smell like, although it is likely to be a more intense take on the original. Says the YSL Beauté president Stephan Bezy, "We welcome Adam to YSL's international family of amabssadors. Truly talented, yet with an affable nature, and a sense of style we relate to, he brings an added energy to the world of YSL Beauty, which we're excited to now be able to share in his new role as global ambassador for Y." The new version will debut in August 2018, and with his wife, model Behati Prinsloo having given birth in February, it looks like Levine will have a third baby on the way.