Mariah Carey has kicked off the holiday season with a new partnership with Sephora, unveiling a festive campaign that blends the singer’s signature seasonal style with the beauty retailer’s brand presence. The collaboration marks the latest instalment of Carey’s annual “It’s Time!” moment, which traditionally signals the shift from Halloween to Christmas celebrations for millions of fans.
The announcement arrived at midnight, accompanied by a themed video produced in collaboration with Sephora. Directed by Joseph Kahn, the launch clip debuted across Carey’s and Sephora’s Instagram accounts and also appeared on Sephora’s billboard in New York’s Times Square. The film sees Carey inside a Sephora-branded glam room as a character played by Billy Eichner attempts to interfere with her preparations by taking her beauty products. Carey then makes her seasonal declaration: “It’s Time!” before departing in a sleigh through a winter setting inspired by Sephora’s aesthetic.
“The holidays are a time to celebrate and spread joy, I’m so excited to kick off the season with Sephora,” said Mariah Carey. “It’s all about creating those magical moments that make you feel glamorous from the inside out.”
“Our holiday campaign this year celebrates the notion of ‘glimmers’ – those small moments of joy that a gift of beauty brings – and there is no one that better embodies that sentiment than Mariah Carey during the holiday season,” said Zena Arnold, Chief Marketing Officer at Sephora. “Mariah’s ‘It’s Time’ video is a cultural phenomenon that reaches consumers in a joyful, creative, and highly shareable way, and this partnership enables us to amplify the festive spirit and be at the center of celebration and fun.”
The campaign launch coincides with the start of Sephora’s annual “Give Something Beautiful” Campaign and the retailer’s Sephora Savings Event, which runs through 10 November. During the sale period, customers can access promotional offers and limited-edition seasonal sets, along with a curated assortment of Carey’s preferred beauty items, now available via Sephora.com.
