Sephora has tapped ‘All I want for Christmas is You’ singer Mariah Carey to star in its 2025 holiday campaign.
Premiering on Sephora’s billboard in Times Square, New York, US – as well as on both the LVMH-owned retailer’s and the singer’s Instagram accounts – the clip sees Carey riffing on her annual ‘It’s time!’ holiday video to help promote the gifting season.
Carey, who is synonymous with Christmas thanks to her chart-topping 1994 festive hit, marks the end of Halloween each year with a ‘it’s time’ video clip shared across social media, signalling the start of the festive season.
In Sephora’s new festive campaign, Carey enters a Sephora-branded glam room ready to ring in the holiday season.
However, she soon finds her beauty essentials are being stolen by an elf, played by comic and actor Billy Eichner, who is making an escape before being stopped in his tracks by Carey.
Eichner is then transformed into a snowman as the singer declares “It’s time!” and takes off in a sleigh filled with Sephora bags and gifts.
Zena Arnold, Chief Marketing Officer at Sephora, said: “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.
“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 centre of celebration and fun.”
The video landed as Sephora kicked off its annual ‘Give Something Beautiful’ holiday campaign, with a selection of Carey’s favourite products available to shop through Sephora.
“The holidays are a time to celebrate and spread joy., I am so excited to kick off the season with Sephora,” said Carey.
“It is all about creating those magical moments that make you feel glamorous from the inside-out.”
Lead image credit: Raph_PH, CC BY 2.0