Emma Roberts has a new job involving Milan

KIKO Milan he chose Emma Roberts to embody all the infinite possibilities of application and surrender of the beloved Unlimited Double Touchthe two-step liquid lipstick given by a rich opaque pigment on one side and brighter on the other, which boasts long-lasting up to 16 hours and a non-transfer colored base.

A new adventure for the actress, who debuts in the recent campaign for the iconic lipstick, a make-up ally she immediately fell in love with and which, as he tells exclusively, here, at VanityFair.it, it is among his three favorite products from the brand: «I'm obsessed with them Unlimited Double Touchfrom mascara Maxi Mod and the fantastic glosses Hydra 3D available in more colors and glitter versions than I can remember. The Unlimited Double Touch is lip perfection, it's soft and non-sticky, it doesn't transfer, it lasts forever, it's just amazing. The Maxi Mod mascara was a total shock, it has this tiny brush that allows you to shape the lashes and once applied it has a total wow effect on both volume and length. The 3D Hydra lip glosses, well just amazing, leave your lips hydrated, give you this amazing plump shiny effect and at the same time feel so smooth on the lips. These are only three, but they have many others.”

A feeling, the one with the brand and its products, born from the first collaboration proposal. «It was different this time. KIKO approached me by first sending me a large selection of their products to try to see if I liked them. I had heard about the brand and had already been to Milan, but I hadn't had the chance to try them. After trying them and really liking them, things moved on. It was unexpected to deal with a company that first made sure I actually liked the products. It was a nice approach and a strong message, they really believe in what they do and are fully committed to their work.”

The campaign, which celebrates the new limited edition line of six additional shades of Unlimited Double Touch, highlights Roberts' strong and confident beauty while in the background stands the monumental charm of Milan. The images were taken by Sarah Silver, while the video was directed by Damien Krisl, and of which we see, exclusively, behind the scenes, where the brand ambassador exudes light and radiance thanks to her smile enhanced by the new shades. These include intense reds, deep, dark purples, and delicate nude shades, all with Unlimited Double Touch's signature glossy finish, plus a layer of eye-catching shine.

One swipe is enough to turn your day around. An effective and easy to apply product, which reflects that new approach of the cosmetics industry which Emma Roberts herself also talks about: «It has definitely become more personalized, very do-it-yourself with social media which allows ordinary people to simply learn techniques that were previously part of a select group of artists or professionals. This democratization of beauty is now everywhere and it is a fundamental change. People now feel empowered to try things on their own, learn on their own, create and experiment on their own. Brands like KIKO Milano offer makeup services in their stores, which is still great, but if you look at their social media you also see a lot of people doing their own makeup.”