Adam Levine has been named as the face of L'Oreal Paris' Men Expert skincare line.
The Maroon 5 frontman is no stranger to fronting campaigns, having previously appeared in the marketing imagery for Yves Saint Laurent Beauty's men's scent, Y.
Now, Adam will be the brand ambassador for the French beauty giant's popular Hydra Energetic range, and he is looking forward to encouraging men to adopt skincare regimes.
"To be the voice of this campaign is a great way to motivate men through the simple move of taking good care of the faces we're given," he said in a statement, according to WWD.
L'Oreal's Men Expert line includes face washes, deodorants, shower gels, moisturisers, as well as beard care and shaving products.
The items are aimed at consumers aged over 30, and L'Oreal Paris global brand president Pierre-Emmanuel Angeloglou has explained that Adam was a natural fit for the gig due to his "multilayered, multifaceted" personality and "rock star status".
"Adam Levine is one of the greatest musical artists in the world, an icon that reaches all generations as the lead singer of Maroon 5," he commented of The Voice U.S. coach. "The unlimited energy he brings to his performances and life makes him a powerful spokesperson that embodies our vision of the modern Men Expert man."
Adam's advertisements for the Hydra Energetic line will begin to drop later in the month (Jan19).
In teaming with L'Oreal, the 39-year-old musician follows in the footsteps of Game of Thrones actor Nikolaj Coster-Waldau, who is a spokesperson for the Men Expert range, and former soccer star David Beckham, who is the face of male grooming range House 99.
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