L’Oréal has named Adam Levine as the global spokesperson for its L’Oréal Paris men’s line. The musician, who is best known as frontman of Maroon 5, will front the worldwide campaign for the brand’s Hydra Energetic line, according to a report published by WWD.

“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,” Pierre-Emmanuel Angeloglou, L’Oréal Paris Global Brand President told WWD. “The unlimited energy he brings to his performance and life makes him a powerful spokesperson that embodies our vision of the modern Men Expert man.”

Global Vice President of L’Oréal Paris Men Expert told WWD that the brand enjoyed double digit growth last year, spurred on by the launch of its Barber Club, hygiene range and impressive growth in Asia, particularly China, its largest market.