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Rock star heartthrob and The Voice judge Adam Levine has just been named YSL Beauty’s fragrance ambassador for their newest cologne: Y.
“YSL Beauty is proud to welcome on board the supremely talented recording artist, actor, and presenter Adam Levine,” the company said in a press release Monday morning. “A multifaceted modern man, he is the embodiment of Y, the latest masculine fragrance launch by YSL.”
The L’Oreal-owned beauty brand chose Levine for a variety of reasons, including his “infectious sense of humor” and GQ-esque, Renaissance-man persona, but the clincher seems to be his bevy of admiring 10 million Instagram followers.
“Adam will engage a stylish, music-loving audience, his popular appeal ensuring a wide-reaching public and social presence. A perfect pairing for Y’s innovative spirit & creative style, the fragrance is rooted in that same sense of freedom that Adam personifies,” the brand said. Levine will be a digital-only ambassador, and his campaign will not appear in print.
A post shared by Adam Levine (@adamlevine) on
For his part, the “What Lovers Do” singer says he’s “psyched to be collaborating with YSL Beauty, a brand which has always appealed to me for its standout style and groundbreaking imagery.”
“As a musician, I relate to the raw passion and strong sense of individuality of YSL; and being a part of the story of Y is exciting to me,” Levine said. “It is not the story of one man, but of a whole creative generation. I’m excited to develop our relationship and see where it will lead.”
This article first appeared on Billboard.com.
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