From YSL’s position, Levine has an “infectious sense of humour” and “a stylish, music loving audience…ensuring a wide-reaching public and social presence.”

For millennials or Generation Y (like yours truly), Maroon 5 was one of the most popular bands we listened to incessantly while growing up. So, we couldn’t be happier for lead singer Adam Levine when he announced that he was expecting a second child with his wife, model Behati Prinsloo; and now his new role as the digital-only face of YSL’s new men’s fragrance, Y.

Fan-girling aside, we think the deal makes perfect sense for a number of reasons. From YSL’s position, Levine has an “infectious sense of humour” and “a stylish, music loving audience…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 L’Oreal-owned brand said.

His multiple talents in music and acting, boldfaced tattoo-filled charm, and 10 million Instagram followers must undeniably match YSL’s definition of “a multifaceted modern man” that is the embodiment of Y.

Levine also took to Instagram yesterday to express his thoughts about the collaboration, with a playful tease to “come back tomorrow for more”.

“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. I’m excited to develop our relationship and see where it will lead,” YSL Beauty’s Instagram quoted.

Speaking of a creative generation, we think YSL’s innovative digital strategy and Levine’s charisma make a gripping appeal to the most active online consumers today – Gen Y.

Congratulations to both parties on an ingenious partnership; we can’t wait to see what else is in store.

Follow Adam Levine and YSL Beauty on their official Instagram pages for more updates.

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