Dig­i­tal am­bas­sador

The Sun (Malaysia) - - STYLE -

MA­ROON 5 front­man Adam Levine ( pix) 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 be 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 ex- tremely 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.”

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. – AFP Re­laxnews

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