Kiko Milano Gift Card: our expert review
Today, we take a closer look at a true European phenomenon: Kiko Milano.
Founded in Milan in 1997 by the Percassi family, Kiko embodies Italian beauty made accessible, trend-driven, and uncompromising on quality.
The brand has expanded rapidly in recent years with a strong proposition:
• Products inspired by fashion, renewed constantly
• An immersive, fully controlled in-store experience (no franchises)
• A mobile-first e-commerce approach designed for younger consumers
Kiko now operates 1,100 stores across more than 66 countries, with a clear ambition: reaching 2,000 points of sale and €1.25 billion in net revenue by 2027, building on its historical core markets such as France and Italy.
Supporting this ambition is a major shift: in April 2025, the private equity fund L Catterton, backed by LVMH, became the majority shareholder.
But what interests us today is a lever often underestimated in the beauty sector, yet highly effective during the holiday season: the gift card.
And at Kiko, the numbers speak for themselves. In France, there are around 3,000 monthly searches for “Kiko gift card”, rising to 20,000 in December. The same trend appears in Italy, with 3,000 searches per month increasing to 15,000 in December. The gift card is becoming a natural purchasing reflex, especially at Christmas.
In this episode, we examine six essential points to understand Kiko’s gift card strategy in France and Italy:
- Programme visibility
- The purchase journey
- Payment
- Delivery
- Card usage
- B2B distribution and third-party platforms
To listen to the audio version, click here.
Visibility of the Kiko gift card on search engines
High-intent generic queries: “beauty gift card”
On generic queries related to beauty gift cards, Kiko does not appear. The space is occupied by sponsored ads from Sephora, thematic multi-brand platforms, and brands such as Typology, Rituals and Yves Rocher. The type of ads displayed confirms this is a high-purchase-intent query, which should encourage Kiko to position itself on this lever.
A first step would be to test SEA (Google Ads) to measure keyword relevance — impressions, clicks and CPC — before investing in a broader SEO strategy.
A similar pattern appears on the keyword “cosmetics gift card”, where Kiko is absent, leaving room for the same competitors. The recommendation remains the same: combine short-term sponsored visibility with long-term natural search optimisation.
For the query “Kiko gift card”, the brand does appear in sponsored ads. However, these ads seem to reflect a generic brand-protection strategy, as they do not redirect to the gift card page but to the main corporate site. As a result, the response does not match the search intent.
Recommendation: create a dedicated gift-card ad redirecting to the service presentation page. This would mechanically increase relevance and click-through rate.
SEO query: “Kiko gift card”
Organically, the first result is correctly the Kiko gift card purchase page — a strong point. However, several optimisations are needed:
• Page title: replace “Online Carte Cadeau” with “Carte cadeau Kiko” for clarity and SEO relevance.
• Meta description: use a more conversion-oriented message, for example:
“Buy a Kiko gift card. Valid online and in store. Flexible amount, digital card sent instantly.”
On Google’s FAQ section, only one out of six questions comes from Kiko’s website. The others originate from third-party sources, sometimes unreliable. This indicates a lack of brand-controlled content.
Recommendation: enrich the Help Center FAQ dedicated to gift cards to appear more consistently in featured snippets, reassure users, and ensure the brand controls the narrative before consumers land on the purchase page.
Google Italy insights
• For “carta regalo cosmetici”, Kiko appears only in 9th position, below the fold. SEO optimisation is essential to move into the top 5, where the majority of clicks are captured.
• For “carta regalo Kiko”, the brand ranks first but faces the same issues as in France: improving the title, meta description and FAQ to maximise visibility and conversion.
Visibility of the gift card on the Kiko Milano e-commerce website
The Kiko e-commerce site is structured in the same way in both France and Italy. Currently, to access the gift card, users must go through the main “Gift Ideas” menu and then scroll to the bottom of the page. This journey is too long and too complex for a gift-card buyer, whose primary need is to find the product quickly and easily.
It is important to remember that gift-card buyers are, in most cases, not regular customers of the brand. They are looking for a simple and immediate experience. To maximise conversions, the gift card should be accessible:
• in the main menu (top navigation)
• in the footer (bottom navigation)
• complemented by homepage banners during key retail moments
On internal search, the journey is performing well: a query for “gift card” leads directly to the digital gift card purchase page.
Overview of the Kiko Milano gift card program
Currently, whether on the French or Italian website, users are taken directly to the e-gift card order page. This choice is easy to explain: only the digital card is sold online, while the physical card is available exclusively in stores.
While this approach appears logical, it has a significant drawback: the full gift card programme is not presented anywhere. Yet gift-card buyers are not necessarily existing customers. Many land on the website specifically to prepare a gift, and first need to understand what options are available. As it stands, it is almost impossible for them to know that a physical card exists in-store, which represents a potential missed opportunity.
Creating a dedicated presentation page would offer several benefits:
• Clarify the offering: clearly explain that two formats exist – the digital card (available online) and the physical card (available in-store).
• Guide effectively: direct users to the order page for the digital card and to the store locator for the physical card.
• Inform and reassure: outline the key features (available amounts, delivery methods, validity period, usage channels) while highlighting the unique advantages of each format.
Such a page could also include a short embedded FAQ (four or five key questions), accompanied by a link to the full FAQ. This would strengthen reassurance, improve the user journey, and enhance Google indexing, increasing the likelihood of appearing in featured snippets.
Finally, the benefit is not only functional or educational; it is also strategic for SEO. An optimised presentation page would allow Kiko to occupy two positions in search results (order page + presentation page), expanding its visibility and share of voice on gift-card-related queries.
Purchasing a gift card from the cosmetics brand
Landing directly on the digital gift card order page reveals an immediate issue: two-thirds of the visible space do not relate to the gift card itself. Instead, the user sees generic site services, social media links and standard e-commerce benefits such as free delivery over €30.
This creates a fundamental problem. An order page should serve one clear purpose: completing the purchase. And gift-card buyers are rarely regular customers; they are usually friends or relatives of the core audience. Their goal is simple: buy a gift quickly. Any unnecessary element distracts from the primary action and reduces conversion.
Lack of context and reassurance
The current wording is limited to “Online Gift Card – sent by email”. This is not enough to reassure or persuade. The absence of a dedicated presentation page makes the situation worse:
• No explanation of what a digital gift card is
• No details on key features: delivery method and timing, usage channels, validity period, flexible amount
• These details do exist in the terms and conditions, but they are presented in a dense, hard-to-read block
As a result, users are not reassured and hesitate to complete their purchase.
A purchase journey that could be improved
The current one-page process includes several steps: choosing the design, selecting an amount, entering the recipient’s email address.
• To add a personalised message, the user must tick a box labelled “It’s a gift”. But a gift card is, by definition, a gift. This step is unnecessary and could be simplified by integrating sender/recipient/message fields directly.
• The visuals offered are adequate but generic. Designs specific to key gifting moments are missing (Christmas, birthdays, Mother’s Day, etc.). A key insight: 63% of gift-card buyers prefer an occasion-specific design rather than a simple branded one.
• Several now-standard features are absent: scheduled delivery, group gifting, or more advanced personalisation options.
Unnecessary friction
The buyer must then:
- Add the gift card to the basket
- Create an account (or check out as a guest, though the option is not clearly visible)
- Go through the standard checkout process
This is too long. A gift card is a payment instrument, not a classic product. Its flow should therefore be distinct, with no basket step and no mandatory account creation. Removing these steps would significantly reduce friction and increase conversion, particularly among “one-shot” buyers who have no intention of creating or reusing a Kiko account.
The order page should refocus on what matters
• Highlight clear context and key features of the digital gift card
• Simplify the user journey by removing unnecessary steps
• Enrich the experience with practical features and occasion-specific visuals
With these adjustments, Kiko could make its programme more competitive, significantly increase its conversion rate and, ultimately, maximise the business performance of its gift card.
Payment for the gift card
On the payment page, Kiko offers several payment methods: bank card, Google Pay, PayPal, etc. This is a good practice, as offering multiple options helps improve conversion. Another positive point: even though the gift card follows the same “add to basket” flow as a standard product, the brand has removed the option to pay with a gift card. This complies with regulations and avoids a common risk: allowing a gift card to be purchased with another gift card.
However, the option to pay in three instalments with no fees remains active, which raises compliance and legal concerns.
Why is this risky?
• BNPL (Buy Now, Pay Later): instalment payment solutions (Klarna, Alma, PayPal Later, Affirm, etc.) are legally considered consumer credit, even when they qualify for lighter regimes (e.g., instalments under 90 days, interest-free).
• Underlying issue: a gift card is not a consumer product or service, but a payment instrument. Regulations generally prohibit the use of credit or a payment facility to acquire another financial instrument. This is considered cross-crediting, comparable to using a credit card to purchase another prepaid card.
Implications for Kiko
Many brands and gift card issuers explicitly prohibit, in their terms and conditions, the purchase of gift cards via instalment payments or credit. Leaving this option active exposes Kiko to:
• Regulatory non-compliance
• Potential misuse or fraud (e.g., money laundering or disguised cash advance)
• Possible sanctions in the event of an audit
Delivery of the gift card
The order confirmation page
After payment, the confirmation page faces the same issue as the order page: nearly 50% of the content is irrelevant. It highlights, for example, the loyalty programme, which does not allow points to be earned on gift card purchases and is not meaningful in this context. Gift-card buyers are generally not regular customers but relatives or friends of the core audience, so this argument carries no value for them.
Another inconsistency is the mention of a “Pick up time” dated 4 October (for a purchase made on 29 September). This is confusing, as the card is sent by email. If the date does represent the dispatch, it is far too late; if not, it creates unnecessary doubt.
At this stage of the journey, several essential elements are missing to reassure the buyer:
• A clear confirmation that the order has been validated
• A reminder that the gift card will be delivered by email
• Explicit delivery timing (instant or delayed)
• A confirmation that a separate email will be sent to the buyer once the card has been delivered to the recipient
• A complete order summary (amount, selected design, date, order number, recipient email address, etc.)
Currently, the buyer receives an initial generic email immediately after purchase, identical to product order confirmations. The invoice is correctly attached, which is positive, but the message lacks personalisation and reassurance. A few minutes later, a second email provides a more detailed summary including the card number, PIN and a copy of the gift card. This is useful, but one key piece of information is missing: whether the card has actually been delivered to the recipient.
Recipient experience
The gift card is received by email within five minutes, which is excellent. The email sent to the recipient is overall well designed. The subject line is engaging, although it would be preferable to display the buyer’s name explicitly (“X has sent you a Kiko gift card”) to encourage opens and reduce the likelihood of the email being flagged as spam.
The introductory message is clear and direct: “X is offering you a gift card, usable online and in-store in France.” This is positive. However, the email lacks a touch of inspiration to encourage the recipient to explore the brand and use the card quickly.
The email includes key information: design, buyer’s name, personal message, card number, PIN, and a barcode for in-store use. However, several strategic elements are missing:
• Expiry date (crucial, especially since in some markets this can create legal exposure: in the Netherlands, no expiry date = unlimited validity; in Austria, no expiry date = 30 years)
• Usage conditions: single or multiple use, ability to combine with other cards, clear steps for online and in-store redemption
• A mandatory link to the gift card’s specific terms and conditions
• A direct link to check the remaining balance, essential for follow-up and reactivation
• Commercial calls to action: link to the e-commerce site, product suggestions, or store locator
Finally, allowing the buyer to generate a printable PDF of the gift card would strengthen the experience: they could offer the card physically, enhancing the gifting moment and emotional value.
Three essential objectives of the recipient email
A gift card email is not just a transactional confirmation. It must fulfil three functions:
- Emotional: remind the recipient that it is a gift and create a positive surprise.
- Transparency and compliance: provide all essential information, meeting legal expectations and avoiding frustration.
- Commercial: encourage the recipient to discover the brand, visit the website or a store, and use the card as soon as possible.
Storing the gift card
Currently, the storage options for the Kiko gift card are limited: the recipient receives an email, which they can keep in their inbox and access from a computer or mobile device. And that’s all.
This is a missed opportunity, especially for a brand positioned around mobile-first e-commerce, targeting mainly younger consumers and already offering mobile payment methods such as Google Pay. The logical next step is to make the gift card as easy to access and use as any digital payment method.
Recommended formats
• PDF: the minimum requirement. A PDF version of the gift card allows users to save it easily on a smartphone and access it quickly.
• Mobile wallet (Apple Wallet / Google Wallet): now essential. Wallet integration streamlines access with a single gesture and supports seamless use both online and in-store. It also enables the brand to send push notifications (usage reminders, promotions, special occasions), strengthening engagement and improving conversion.
A positive point
The Kiko gift card can be redeemed everywhere, both online and in-store, which is a major advantage in terms of customer experience. The next step is to support this flexibility with improved digital accessibility to maximise usage and satisfaction.
B2B potential of the Kiko gift card programme
At present, Kiko does not offer a direct B2B solution for purchasing gift cards in bulk. This is a missed opportunity, as the cosmetics and beauty category performs exceptionally well on this channel. Many businesses actively seek beauty brands for their engagement campaigns or gifting/reward operations.
Based on data observed across our client portfolio in this vertical:
• Orders come mainly from Works Councils (CSE) and marketing agencies
• Face values range from €20 to €100, with an average around €69
• Average order size is around 130 recipients, representing approximately €10,000 per order
These figures demonstrate the economic potential of the B2B channel for Kiko: a lever capable of generating significant incremental revenue while expanding the pool of new consumers.
Why activate B2B?
• Increase brand visibility among a new audience (employees, collaborators, end customers of partner companies)
• Generate predictable additional sales, often during key periods (Christmas, Mother’s Day, HR campaigns, loyalty operations)
• Create an indirect acquisition effect: every redeemed gift card brings in a potential new customer, often with a basket higher than the card’s initial value
Recommendations for Kiko
To establish a strong position on this channel, Kiko should consider:
• A distinct B2B journey separate from B2C: a dedicated interface or section enabling bulk purchase of gift cards (physical and digital), with automatic invoicing and centralised tracking
• Process automation: a self-service portal enabling companies to order, customise and send cards without manual intervention
• A suitable technical infrastructure: batch ordering, unique code generation, digital delivery tracking and real-time reporting
• A dedicated B2B sales approach: focused on acquisition, account management and CRM activation
B2B2C distribution: a strategic growth lever for Kiko
Kiko already appears on certain multi-brand gift cards, which provides increased visibility and serves as a useful entry point for acquiring new traffic. However, a multi-brand card operates very differently from a fully controlled mono-brand programme: the former drives awareness, while the latter enables the creation of a recurring, predictable and controllable revenue stream.
For Kiko, if internal resources or budget constraints do not allow the development of a direct B2B channel in the short term, a B2B2C strategy via partner platforms already connected to millions of beneficiaries would be a highly relevant approach.
Why B2B2C is essential
Today, the majority of B2B volume in the beauty and wellness sector comes from Works Councils (CSE) and employee benefits platforms. These players represent nearly 70% of the two-thirds of total revenue generated by gift card programmes.
In France, platforms such as Edenred and Swile allow access to very large networks:
• A single platform can bring together more than 10,000 companies and CSE
• And reach over 5 million employees
In Italy, the same model exists through local platforms specialising in incentives and employee rewards.
Beyond CSEs, Kiko could expand its distribution to other high-performing channels:
• Loyalty and cashback programmes
• Student and young professional programmes, aligned with the brand’s core target
• Banks, insurers and affinity programmes
This approach would enable Kiko to diversify its revenue sources while exposing the brand to millions of potential new consumers.
Strategic recommendations for launching distribution
1. Build the right technical infrastructure
The success of a B2B2C channel depends on the ability to connect easily with third-party partners.
• If Kiko uses an external processor, its API must be open and well documented, covering key functions (issuance, activation, balance, cancellation, reporting).
• If processing is handled internally, integrations will rely on coded files (CSV, SFTP), a more rigid and less scalable model. An API should therefore be developed in the medium term.
2. Work with an aggregator
To accelerate time-to-market, Kiko can partner with a full-stack aggregator that centralises technical, commercial and accounting flows, while providing access to a wide network of distributors.
This allows:
• Fast access to multiple partner platforms via a single API
• Shared costs and simplified contract management
• The ability to test the channel without heavy investment
3. Define the right distribution strategy
• Should the brand adopt a selective or broad distribution model? What is the business objective?
• Is there marketing budget available to run campaigns and gain visibility on key partner platforms during peak periods?
4. Anticipate governance and performance measurement
• Set up consolidated monthly reporting to track profitability and impact
The B2B2C channel represents a fast and profitable growth opportunity for Kiko, with a direct impact on visibility and acquisition. By relying on a solid API infrastructure, a structured network of distribution partners and a co-branded marketing strategy, Kiko could transform its gift card into a powerful omnichannel lever for expansion and brand awareness—without requiring a heavy B2B organisation.
Conclusion
The Kiko gift card programme is built on several solid foundations: a functional digital card, a smooth purchase journey on both desktop and mobile, and strong omnichannel integration with a card that can be redeemed online and in-store. The site is technically reliable, and the brand benefits from strong awareness, which represents a powerful growth lever for this product.
Score: 13/20
However, the system remains improvable. The absence of a dedicated presentation page, the lack of clear menu visibility and limited SEO exposure all reduce discovery and conversion.
Most importantly, Kiko has not yet activated the B2B and B2B2C channels, which are highly strategic in the beauty and cosmetics sector. These channels account for up to two-thirds of total gift card revenue in the market today.
Priority improvement areas
1. Build a clearer, dedicated B2C journey:
• A clear, SEO-friendly presentation page designed to convert
• A simplified order experience focused on purchasing and reassurance
• Occasion-based visuals (Christmas, birthdays, Mother’s Day) and smoother features (scheduled delivery, mobile wallet)
2. Open the B2B2C channel:
• Connect the gift card to partner platforms (Edenred, Swile, etc.) to reach millions of beneficiaries
• Build the right technical infrastructure (open API or secure coded files)
• Manage sales through aggregators for faster and scalable distribution
In summary, Kiko has strong growth potential: the gift card can become a true omnichannel lever — marketing, commercial and relational — provided the customer journey is clarified and the brand embraces B2B2C distribution.
The three key words to remember are: Visibility – Conversion – B2B
• Visibility: The Kiko gift card lacks presence on the website and on search engines. Improving visibility (menu placement, SEO, communications) is essential to capture gift-card buyers.
• Conversion: The current journey includes too many steps and too little reassurance. By simplifying the process and strengthening messaging, Kiko can significantly increase its gift-card conversion rate.
• B2B: The absence of B2B and B2B2C limits the programme’s reach. Opening distribution to partner platforms would multiply sales and bring the brand to new audiences.
