KIKO Milano x Cooper’s TriNoma stop draws backlash over long lines, gloss supply 

Brand says limited stocks were communicated, adds crowd measures for Imus stop.

The Kiko Milano x Cooper’s “Gloss-to-Go” event drew backlash during its July 18 to 19 stop at Cooper’s Coffee House in TriNoma, after attendees shared experiences of lining up for hours—some as early as 3 AM—only to fail to get inside or secure the promised free lip gloss.

The promotion offered customers a free KIKO Milano 3D Hydra Lip Gloss with the purchase of any KIKO Milano-exclusive drink at selected Cooper’s cafés.

One attendee said she arrived before sunrise despite the rain, only to find the line stretching past the mall façade, across the bridge, and into the parking area. She left before 1 PM without receiving the promotional item.

By 7 AM, attendees estimated that hundreds of people were already in line, with some saying they only realized later that others had queued much earlier. The event’s “first 100 customers” allocation also drew discussion online, with users saying limited supply contributed to the demand.

Frustrations grew when attendees said purchasing a drink did not guarantee receiving the promotional lip gloss.

“LOUDER!! I was qn 171 yesterday and sinabi lang wala ng gloss once nakapasok ako sa loob,” one attendee wrote.

Others questioned whether the long wait was worth the experience. “BUT sino naman magspend ng halos 6–8 hrs just lining up for drinks and photobooth pics that aren’t free,” another user commented.

Some attendees also claimed that more than 900 queue numbers were distributed despite the lip gloss supply being significantly lower, with some estimating that only around 150 pieces were available.

While some acknowledged the overwhelming turnout, others pointed out that the demand was not unexpected.

KIKO Milano responds

In a statement on July 23, KIKO Milano said it had no intention of misleading attendees, and that it had communicated “from the beginning” that the free products were available only while supplies lasted.

Those who joined the TriNoma stop “has been, and will continue to be, informed” whether they are within the allocation for the complimentary item or if the cut-off has already been reached.

“Joining the line does not guarantee receipt of a free gloss once the allocated supply has been exhausted,” KIKO Milano said.

To improve future activations, KIKO Milano said it will increase on-site manpower and add more visible signage throughout the queue. It also clarified that official queue distribution begins at 7 AM, discouraged overnight camping, and reminded attendees that children will not be allowed in the queue.

The brand also said it would not implement reservations or time slots due to concerns over duplicate registrations, bots, and verification issues.

“Above all, we want this event to be as open, enjoyable, and safe as possible for everyone,” KIKO Milano said.

The TriNoma activation was one stop in KIKO Milano’s ongoing café tour, which began at Cooper’s Coffee House in BGC South on July 4 to 5. Its scheduled July 11 to 12 stop at Matcha Bar in Legazpi Village was postponed due to severe weather conditions. The tour continues on July 25 to 26 at Cafe 10/23 in Imus, Cavite.

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