Adam Levine becomes YSL Beauty digital ambassador

Maroon 5 frontman Adam Levine has been snapped up as the latest digital ambassador for YSL Beauty.

The musician and "The Voice" coach's new role will see him promote the brand's male fragrance ‘Y', WWD reports, but he will only be lending his star power to the product's online presence, featuring in social media and digital campaigns rather than print ads.

"We think he's a perfect fit for the brand," Alexandre Choueiri, president, international collections, L'Oréal USA, told WWD. "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."

Ads

A teaser image on YSL Beauty's Instagram showed some of the star's distinctive arm and hand tattoos along with a bottle of the new men's scent, Y.

Levine, who has over 10 million followers on Instagram, is not the first music star YSL Beauty has recruited to boost its digital presence -- singer and actress Zoë Kravitz featured in the brand's "Beauty The Light" video project in 2016, before being made an official ambassador this summer. He also has previous experience in the beauty industry, having launched his own men's and women's fragrances back in 2013.