Adam Levine is the embodiment of YSL’s latest fragrance, Y


Yves Saint Laurent recently its new campaign for its Y fragrance looking to Singer Adam Levine as a digital ambassador. Levine is Yves Saint Laurent’s first digital only ambassador for its men’s fragrances.

“It’s different than the competition where you generally pick your face and put it in an ad and that’s it,” an executive from YSL Beauty’s parent company, L’Oréal Paris USA said. “Adam Levine will not appear in print ads. We’re doing something completely new and different with him in the digital space only.”

This follows a similar strategy last year with YSL Beauty’s deal with Zoë Kravitz, who started her partnership with the brand on social media before expanding into a full contract.

Y, the new fragrance for men from Yves Saint Laurent is the embodiment of these words. Y is not the story of a man but of a men generation: creative and doers they dare to follow their passions and intuitions; to ask themselves the right questions & create their own path to self-accomplishment. The bottle is sharp and minimalist in its construction but keeps a strong creative signature with the surprising Y notch on the back. The eau de toilette represents the dual personality of those men: clear & bright on the top notes while strong & sensual on the heart  and base notes. A white and dark masculine fougere, Y is the scent of freedom to dream, dare and live to be accomplished.

The ingrediants include the duality of a white and dark fougere composed of the addictive freshness of white aldehydes and geranium absolute contrasted with the intensity of incense and the sensuality of the ambergris.