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KIKO MILANO, Italy’s number one make-up brand, flips the script on the <a href="https://menainsights.com/savant%e2%81%b6-at-so-uptown-<a href="https://menainsights.com/dubai-humanitarian-facilitates-second-airlift-to-support-ebola-outbreak-response-in-collaboration-with-the-european-union/”>dubai-elevates-match-days-for-the-world-cup/”>world of global beauty with the launch of its new brand campaign, introducing its new Global Brand Ambassador: the ultimate icon of self-expression and style, Madonna. The cinematic launch of “The KIKO Show” invites the world to step into a new era with a single, provocative question: “Have you met KIKO?”
Shot by legendary photographer Rafael Pavarotti with creative Make up direction by KIKO Global Makeup Artistry Creative Director Marcelo Gutierrez and an exclusive world-premiere soundtrack remix of Madonna’s latest single Bring Your Love by Stuart Price, renowned music producer; the campaign is a theatrical feast. The campaign captures Madonna moving against mesmerizing LED walls, shifting through high-performance beauty personas, all delivered with a sharp, bold message of empowerment.
“Madonna is the blueprint. She’s everything,” says Drew Elliott, KIKO MILANO Chief Brand Officer. “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.”
Welcome to The KIKO Show
Welcome to “The KIKO Show”: a story of identity, audacity, passion.
“The KIKO Show” is not just a campaign. It’s a showcase of KIKO MILANO’s philosophy: delivering the best of the best. Driven by the belief that smart girls don’t overpay, the campaign highlights KIKO’s commitment to creating Italian-engineered formulas, with trend-led products accessible to everyone. It’s all access make up: high performance quality without the markup.
The campaign celebrates a new era for the brand, one rooted in transformation. Madonna introduces us to the KIKO woman with a simple question: have you met KIKO? From there, we learn who KIKO is, and she’s the ultimate embodiment of ‘Italianity’. She’s playful. She’s impossible to ignore. She’s Italian. She’s global.
As the story unfolds, the dramatic, smoke-filled silhouettes cut to the high-intensity shift to close-ups, celebrating the rich Italian DNA shared between Madonna and KIKO MILANO. Both are bold and uncompromising.
Unbeatable Performance
The campaign highlights KIKO MILANO’s high-performance hero products, engineered to withstand the spotlight:
Unlimited Double Touch. 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 Visionaries
The vision was brought to life by an elite creative circle:
Photographer. Rafael Pavarotti.
KIKO Milano’s Global Makeup Artistry Creative Director Marcelo Gutierrez
Stylist. Sadie Davies, featuring archival YSL by Tom Ford and pieces from Madonna’s own Confessions Tour archive.
Hair Stylist. Eugene Souleiman.
Music producer. Stuart Price, creating an exclusive KIKO MILANO soundtrack remix.
Set Designer
Mary Howard.
KIKO Takes The US
The KIKO Show is set to take the US. Are you ready?
“The KIKO Show” brand campaign officially launches globally on June 8th, 2026 marking a new chapter for KIKO Milano in the US. The launch will be followed by the debut of the 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. To celebrate the partnership, KIKO MILANO will host an intimate gathering of VIP tastemakers, at Macy’s in Herald Square on June 8th.
Fans can expect to play with – and cry out for – iconic items including 3D Hydra Lipgloss, Love Fusion Foundation, Unlimited Double Touch and Maxi Mod Mascara, plus limited editions.
Switch to KIKO. Because smart girls don’t overpay.
See you on the dance floor!