Anniversary celebrations are in progress at the Italian beauty giant Kiko Milano. Founded in 1997 by entrepreneurs Stefano and Antonio Percassi, the label has been an affordable, go-to beauty destination worldwide for the last two decades and announced seven partnerships to honor the milestone.
“It has been an exponential and constant growth,” said Stefano Percassi, revealing that the secret of this success is to continue researching innovative solutions that can fulfill customers’ ever-changing demands.
For its 20th anniversary, the brand teamed with Vogue Italia, which selected seven young designers among its Vogue Talents project to realize limited-edition capsule collections inspired by Kiko Milano’s core values, including signature Italian style, creativity, innovation and experimentation.
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“The best way to celebrate these first 20 years of the Kiko brand is to bet on the creativity of a group of young [designers],” Percassi said.
The project involves collaborations with emerging labels Super Duper Hats, Leitmotiv, Arthur Arbesser, Benedetta Bruzziches, Isa Arfen, Giannico, Au Jour le Jour. Starting from March, every month a designer will release his capsule collection conceived according to different themes. These are named “Less is better,” “Tropic heat,” “Active fluo,” “Mini divas,” “Asian touch,” “Candy split” and “Into the dark,” respectively.
A range of related, limited-edition little charms will also be available, enabling consumers to collect them and customize a bracelet launched for the anniversary.
A series of side activities will be revealed during the year, while the brand’s social channels and official web site will regularly feature new contents with the dedicated #Kikotrendsetters and #Kiko20thAnniversary hashtags.
The social element has been a strong asset for the brand, not only in terms of engagement with its customers but also for sales. Beside its online store covering 36 countries, Kiko Milano counts more than 1,000 doors — a third of which located in Italy — that are progressively introducing tech tools and on-site access to a range of applications to enhance clients’ shopping experience.
Since the first corner opened in the iconic Fiorucci store in Milan 20 years ago, the stores’ interior concept has been developed according to an essential and modern design, aimed at spotlighting the brand’s colorful offerings. From initial stand-alone units realized by architects Francesco and Alessandro Mendini to last year’s special store conceived by Japanese archistar Kengo Kuma, Kiko Milano’s interiors serve as a white canvas to showcase over 1,400 make-up, skincare and accessories products and more than 1,000 new, limited-edition offerings launched every year.
Beside Italy, the brand is distributed in Europe, Turkey, the Middle-East, the U.S., Hong Kong, India and Brazil, for a total of 20 countries.
In addition to Kiko Milano, the commercial and real estate giant Percassi Group owns the Madina, Womo and Bullfrog beauty brands.