Adam levine

DE­SCRIBED AS A BOLD, CRE­ATIVE FORCE, ADAM LEVINE BE­COMES THE GLOBAL AM­BAS­SADOR FOR Y EAU DE PAR­FUM

AugustMan (Malaysia) - - Con­tents - IN­TRO BY RU­BIN KHOO PHO­TOS BY YVES SAINT LAU­RENT BEAUTÉ

The new global am­bas­sador for Y Eau de Par­fum by Yves Saint Lau­rent Beauté is the an­swer to all our “why”s

Bask­ing in the suc­cess of their first al­bum Songs About Jane, Ma­roon 5 was well on the way to in­ter­na­tional ac­claim. Fronted by the very cool Adam Levine who though not re­spon­si­ble for the song was largely cred­ited for bring­ing “sexy back.” I was unashamedly a fan, which might have been per­ceived as be­ing quite odd for a man in his mid-30s. But if I re­call cor­rectly there was a se­ri­ous lack of cool-ness at the time.

I guess it was quite un-cool on my part but I was quite ex­cited to be in­ter­view­ing the band. Along with the mu­sic ex­ec­u­tive who had ac­com­pa­nied me to Tokyo, we headed to the venue. As the cab turned the corner, there sat Levine, in a red t-shit and sun­glasses, non­cha­lantly with a Star­bucks cup in hand, look­ing very much like a young James Dean.

“It’s fun and flat­ter­ing,” he said to me when I asked about him be­ing a sex sym­bol. “Who doesn’’t want to be a sex sym­bol?” he re­sponded in jest.

Through­out the in­ter­view Levine main­tained this af­fa­ble dis­po­si­tion, com­ing across as ex­tremely like­able and oblig­ing. Fame, he said, had done lit­tle to change the band, “we’re pretty much the same, we just have nice shoes.” Judg­ing by the way he is on The Voice, that hasn’t changed. Per­haps, it is be­cause the Ma­roon 5 lead has al­ways been driven by his pas­sion.

“Mu­sic is every­thing to me. It’s on my mind 24/7. It’s what I live for. The val­ues are free­dom in its purest form. It’s ex­pres­sion. It’s love. It’s every­thing,” he is quoted as say­ing.

De­spite be­ing all about the mu­sic, Levine ven­tures into new ter­ri­tory as the face of Yves Saint Lau­rent Beauté’s Y Eau de Par­fum. In a state­ment, Yves Saint Lau­rent Beauté de­scribed Levine as per­son­i­fy­ing the spirit of the fra­grance, which is about the will­ing­ness to push one­self in the pur­suit of suc­cess.

“A bold cre­ative force with a sense of his place in the world, Levine pro­vides the per­fect blend of youth, es­tab­lish­ment and cre­ativ­ity. With his lack of fear and an in­ten­sity of vi­sion which mir­rors the dark heart of the fra­grance; as he also has a clar­ity of thought, which re­flects the bright, in­clu­sive spirit of the scent,” Yves Saint Lau­rent Beauté states in its press re­lease.

In the in­ter­view be­low, Levine talks about his col­lab­o­ra­tion with the brand;

Con­grat­u­la­tions on the new role as Y in­ter­na­tional am­bas­sador – what does it mean to share a global plat­form with YSL?

I’ve been a fan of YSL for­ever, so the op­por­tu­nity to be a part of a brand that I have re­spected and en­joyed for so long means a lot to me. As soon as I got the call, it was an in­stant, “Yes.”

What do you think about Y, and why do you think the two of you are a nat­u­ral fit?

Y has a true el­e­gance, yet there’s strength. That du­al­ity is re­lat­able for a lot of guys. You want to be classy, but you don’t want to lose your edge ei­ther. Even though I love high-end fashion, at the same time, I think my style is a lit­tle more sim­ple and straight-for­ward-̶not so flashy or crazy. I’m a jeans-and-t-shirt kind of guy. As a clas­sic fra­grance, Y adds that last touch of re­fine­ment to any look.

MORE THAN A DECADE AGO, AS A REL­A­TIVELY YOUNG AND EA­GER JOUR­NAL­IST, I WAS PRETTY PSYCHED TO BE HEADED TO TOKYO, JA­PAN WHERE I WAS ABOUT TO IN­TER­VIEW A YOUNG BAND ON THE BRINK OF SU­PER STAR­DOM

What is so re­fresh­ing about Y and the val­ues cap­tured in the cam­paign?

Y stands out with­out ex­plic­itly try­ing to do so. I love that. It’s qui­etly tough. Those val­ues de­fine the cam­paign. That’s a mes­sage I’m happy to pro­mote and share. It’s also iconic. One let­ter, “Y”, con­veys this whole phi­los­o­phy and mind­set.

What do you like about wear­ing the fra­grance? What were your first thoughts when you smelt it, and how do you wear it now? Eg do you spritz all over or dab on your wrist?

At first scent, I was im­pressed. It wasn’t over­bear­ing, but it was still in­tense. I’m a pro­po­nent of the patented “Spray and Step” method. I spray, step, that’s it.

What are your favourite notes within the fra­grance; how does it evolve through the day?

Right away, it’s pow­er­ful. You get that in­ten­sity on the top notes. Through­out the day, the mid­dle notes have the same strength and full body. At the end of the day, you can still smell the best part. It lasts un­til even when you’re ready for bed.

You are join­ing a crack team of very beau­ti­ful, stylish, cre­ative YSL am­bas­sadors – open­ing a new chap­ter in the Y story. Why do you think did YSL Beauté choose you, as a mu­si­cian?

YSL Beauté has a rock ‘n’ roll en­ergy. We have that in com­mon, so we’re start­ing this cool chap­ter to­gether.

What does mu­sic rep­re­sent in your life?

Mu­sic is every­thing to me. It’s on my mind 24/7. It’s what I live for. The val­ues are free­dom in its purest form. It’s ex­pres­sion. It’s love. It’s every­thing.

You’ve al­ways been a fan of the Saint Lau­rent look; what’s it like now to delve more into the beauty/groom­ing side of things, have you picked up any good groom­ing tips?

It’s some­thing that I’ve al­ways wanted to delve into more. As far as good groom­ing tips go, do what works for you!

To some­one who hasn’t worn or ex­pe­ri­enced Y as a fra­grance, how would you de­scribe it?

It’s strong, but it’s also sub­tle. The in­gre­di­ents are just right. It also lasts. That’s cru­cial when you’re on stage for two hours. It does every­thing a clas­sic cologne should do.

What’s your tip for wear­ing Y?

You just need a lit­tle bit to make a real im­pres­sion. Don’t douse it on. Just spray and step. Spray and step... AM

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