Photo courtesy of KIKO Milano
Italy is not only synonymous with art and fashion, but it is also a hub for beauty, home to KIKO Milano
In the northern region of Italy, travelers looking for scenic escapes in Lombardy, such as Lake Como, Lake Garda, and the Alps, may come to mind. Just south of these popular retreats, the city of Milan becomes a fashion destination with Milan Fashion Week which occurs biannually in February and September. Within its cobbled streets, Romanesque and Gothic architectural styles are prevalent, and its numerous galleries and museums offer delightful pitstops for art enthusiasts.
Beyond sceneries, fashion, and art, Lombardy is also a hub of beauty dubbed the “Beauty Valley.” From Brescia and Bergamo, the region’s big cities boast 75 per cent of the country’s total cosmetics exports with a turnover of €12 billion in 2022. The famed cosmetics hub is also home to KIKO Milano, a beauty brand offering a diverse range of shades and products.
In an exclusive interview with Vogue Philippines, Cecilia Schena, Chief Marketing Officer of KIKO Milano gives insight into the art of creating makeup with an Italian perspective and how the brand is democratizing beauty.
A heritage rooted in artistry
“Italy is a cradle of beauty, I would say,” shares Schena. “This deep connection with art really shapes our approach at KIKO Milano.” The beauty marketing veteran, with over 20 years of experience, relates how the brand’s perspective focuses on style, quality, and Italian allure. “In this case for us, artistry is also related to color. Our rich history defines beauty across art and fashion.”
Schena emphasizes that KIKO Milano’s product development is about inviting customers into an experience that engages all the senses. “It’s not just about what you see, but also what you feel. It’s a complete, multi-sensory experience,” she states, adding that from formulation to packaging, the customer is always top of mind.
A brainchild by Stefano Percassi, the cosmetics brand, launched in 1997, started as a small store in Milan. Percassi had one mission with his business: to encourage people to express who they are. This ethos also lines up with the brand’s first tagline, “Be Who You Want to Be,” a message that continues to resonate with the brand 26 years later.
On innovation and democratizing beauty
In Lombardy, start-ups and established beauty brands manufacture over 60 percent of the world’s cosmetics products, collaborating with well-known global makeup labels. Schena further underscores the vital role of innovation in the Beauty Valley’s success. “[It’s] a hotspot of innovation, brimming with technology patents that drive incredible product advancements worldwide,” she elaborates.
In the Italian region, collaborative relationship among businesses is also emphasized. “At KIKO Milano, we have a deep, symbiotic relationship with the Beauty Valley. This close-knit collaboration allows us to engage in constant dialogue, ensuring our formulations are both market-leading and innovative. We share a common culture and a commitment to excellence.”
From a fruitful dialogue with stakeholders and market research, KIKO Milano’s strength since its launch lies in democratizing beauty, making high-quality products accessible to a diverse global audience. This has allowed them to produce best-selling products such as New Unlimited Foundation, Unlimited Blush, Smart Fusion Lip Pencil and Eye Pencil, and Velvet Passion Matte Lipstick.
These same products made affordable for everyone, are also what the Filipino market resonates with. On top of a well-researched and well-developed line, the beauty brand continues to promote its message of authenticity with the brand’s Philippine ambassador, Marian Rivera, leading the pack.
The message is clear for KIKO Milano’s ever-evolving audience, particularly for those delving into their identities and yearning to showcase their true selves: high-quality products will always be accessible. More than just being made in the Beauty Valley, KIKO Milano embraces artistry and self-expression, allowing individuals to artistically express their unique personas and creativity through their beauty routines.
For more information, visit KIKO Milano’s official website. Follow KIKO Milano Philippines on Instagram and Facebook.
