Italian cosmetics brand KIKO Milano has unveiled Madonna as its new global brand ambassador.

The campaign celebrates a new era for the brand, one rooted in transformation. Madonna introduces the KIKO woman with a simple question: Have you met KIKO?

From there, viewers 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.