“Welcome To The Kiko Show:” Kiko Milano Unveils Its New Global Campaign Featuring Madonna
With Italian DNA, the collaboration reminds us that makeup can be quality and accessible for all…
From one Italian to another, Madonna has partnered with Italian makeup brand Kiko Milano for a new campaign. The campaign is shot by photographer Rafael Pavarotti with makeup direction by Marcelo Gutierrez, Kiko’s Global Makeup Artistry Creative Director. In the campaign video, the Pop icon, styled by Sadie Davies, is wearing archival pieces from YSL by Tom Ford, and pieces from Madonna’s own Confessions Tour archive. The Material Girl moves against LED walls as she passes through high performance beauty personas, to the remix of her latest single Bring Your Love, by Stuart Price.
Photo Credit: Rafael Pavarotti
But for Kiko Milano this is more than a campaign, it’s a deep dive into the brand’s philosophy with the idea that smart girls don’t overpay for makeup. Taking pride in the fact that Kiko uses Italian engineered formulas, its products are available to everyone with an affordable price point. It’s a new era for the brand where in the campaign, Madonna is asking: have you met Kiko? And the campaign answers: she’s Italian, she’s playful, she’s impossible to ignore, and she’s global.
“Madonna is the blueprint. She’s everything," says Drew Elliott, KIKO MILANO Chief Brand Officer the announcement. "Working with Madonna let us push KIKO Milano to the next level. It’s designed to demand an audience, just like our muse and just like the products themselves. The KIKO show has just begun, and we have more up our sleeves. The secret is out.”
The products highlighted in the campaign are:
Transfer-proof, long-lasting, high-shine liquid lipstick.
3D Hydra Lip Gloss. Mesmerizing, hydrating, and radiant gloss.
Maxi Mod Mascara. Maximum volume, high-definition mascara.
High Pigment Wet & Dry Eyeshadow. Intense, blendable, creamy colour.
Long Lasting Eyeshadow Stick. Highly pigmented 24-hour eyewear.
Ultimate Pen Eyeliner. Sharp, bold graphic liquid liner.
The launch is followed by the debut of a partnership with Macy’s, beginning with the opening of three stores on June 6th in Herald Square, Manhasset and Tyson’s Corner Center, and with KIKO MILANO products set to roll out across Macy’s stores in the coming months.
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