Watch programme that includes ad for make-up item (9)
I believe the answer is:
eyeshadow
'make-up item' is the definition.
'watch programme that includes ad' is the wordplay.
'watch' becomes 'eye' (I've seen this before).
'programme' becomes 'show' (I've seen this before).
'that includes' is an insertion indicator.
'show' placed around 'ad' is 'shadow'.
'eye'+'shadow'='EYESHADOW'
'for' acts as a link.
(Other definitions for eyeshadow that I've seen before include "part of make-up" , "used to put dark side into orbit" , "application to viewers" , "Face application" , "beauty aid" .)