Yves Saint Laurent recently rolled out its new campaign for its Y fragrance. The official print advertising features its own cast. However, the French brand looks to Adam Levine as a digital ambassador. Levine is Yves Saint Laurent’s first digital only ambassador for its men’s fragrances. L’Oréal USA president of international collections Alexandre Choueiri talks to WWD about the partnership.
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Choueiri explains, “Adam Levine will not appear in print ads. We’re doing something completely new and different with him in the digital space only.” He continues, “We thought it was relevant for YSL Beauty, and especially this fragrance. He celebrates the young man who is creative…who explores new frontiers and trusts themselves.”
Discussing how Levine represents the Y man, Choueiri adds, “We think he’s a perfect fit for the brand. He’s extremely 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.”
