Published On: Sat, Sep 29th, 2018

Adam Levine’s New Fragrance Campaign

Adam Levine is back as a model. The Voice judge and singer announced he’d be fronting Yves Saint Laurent Beauté’s Y fragrance campaign and now he is the official international ambassador for the cologne.

Levine’s new role includes a campaign shot by music-video director Colin Tilley, promoting the new, more intense formula for the fragrance, which has notes of bergamot, sage, balsam fir, and cedar wood. The new Y purportedly embodies a relatable and mature man who wears crisp white T-shirts and tailored black jackets. The Y man has accomplished all he’s set out to achieve but is still constantly curious and asking, “Why?” (or the more on-brand, “Y?”)