Maroon 5 frontman Adam Levine is the new global face and spokesperson for YSL Beauté's iconic Y fragrance. The new ad campaign will roll out globally in August.

The company says that Levine is the personification of the Y man and that the upcoming campaign, shot by Colin Tilley, will open a new chapter and celebrate a more intense rendition of the fragrance.

“It’s incredible to be expanding my role with YSL Beauté and to be able to reach out to a global audience via a brand which I’ve always loved for its standout style and innovation. Continuing the story of Y is important to me – it’s easy to relate to the passion and strong sense of individuality that the house of YSL imparts, but importantly it also feels right for now, for the creative generation of today,” commented Levine. 

“We welcome Adam Levine to YSL’s international family of ambassadors. Truly talented, yet with an affable nature, and a sense of style we relate to, he brings an added energy to the world of YSL Beauty, which we’re excited to now be able to share in his new role as global ambassador for Y," added Stephan Bezy, president of  Yves Saint Laurent Beauté.