The holidays have officially begun, and no one does them quite like Mariah Carey. Today, the undisputed Queen of Christmas and best-selling female artist of all time rings in the season with a glamorous new partnership with Sephora, uniting her signature sparkle with Sephora's beauty expertise. As the clock struck midnight, Mariah declared "It's Time!" in her much-anticipated annual video - this year, reimagined in collaboration with Sephora to bring fans a dazzling fusion of beauty and holiday magic.
Directed by Joseph Kahn, the cinematic video premiered across Mariah and Sephora's Instagram accounts and on Sephora's Times Square billboard, marking the official shift from Halloween to holiday for millions of fans worldwide. Set inside Mariah's Sephora-branded glam room, the scene unfolds as a mischievous elf, played by Billy Eichner, tries to steal her beloved beauty essentials and derail the holiday festivities. In classic Mariah fashion, she triumphantly declares "It's Time!" and takes off in a dazzling sleigh, soaring through a Sephora-inspired winter wonderland aglow with festive magic.
"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 "It's Time" video release coincides with the start of Sephora's annual "Give Something Beautiful" Campaign, and eagerly awaited Sephora Savings Event (which runs through November 10), where beauty lovers can score great deals on Sephora's most-loved products, plus scoop up exclusive, limited-edition holiday gift sets for everyone on their list. Also available to shop on Sephora.com: a curated selection of Mariah's favorite beauty products.
(Sephora Newsroom)
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