Adam Levine is a hard guy to miss. Whether he’s belting out infuriatingly catchy choruses on multiple radio stations at once or coaching contestants on prime time reality show The Voice, the Maroon 5 frontman is everywhere. The singer took one more step toward omnipresence this week, signing on as YSL Beauty’s first-ever digital ambassador and lending his unfairly handsome face to the label’s new fragrance, Y.
“A star of the music world, a familiar face on our screens, a true talent, he brings a new dimension to YSL Beauty,” said Alexandre Choueiri, President of International Designer Collections at L’Oréal USA.
The new scent, which balances citrusy top notes with a woody base and comes in a sharp, counter-friendly bottle, was inspired by YSL’s classic jacket and white t-shirt — a fitting match to Levine’s own personal style.
“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 — it is not the story of one man, but of a whole creative generation,” Levine said.
The tatted-up singer kicked off his ambassador duties by promoting the Generation Y-geared fragrance with a photo and video on his Instagram account.
This announcement comes ahead of two other big milestones for Levine. He and wife Behati Prinsloo are expecting their second child, and Maroon 5 plans to release their first album in three years, Red Pill Blues, in November.