Mariah Carey Stars in Sephora’s Holiday Campaign

Mariah Carey Stars in Sephora’s Holiday Campaign

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For its 2025 vacation marketing campaign, Sephora has partnered with Mariah Carey.

Thanks to her chart-topping 1994 hit “All I Want For Christmas Is You”, Carey has been long-affiliated with the vacation season. Annually, on November first — the day after Halloween — the singer releases a video of her “defrosting” and asserting “It’s time!”, signalling an unofficial — or official, to her followers — begin to the vacations.

This yr, that announcement types the premise of Sephora’s vacation marketing campaign video. It sees Mariah board a sleigh to fly over a “Sephora-themed winter wonderland’” in addition to an look from actor and comic Billy Eichner as a “no-good elf.”

The video is directed by Joseph Kahn, who has labored on music movies with Carey and Taylor Swift, in addition to his personal motion pictures together with “Bodied”. It launched on each Sephora and Mariah’s Instagram profiles on Saturday morning, alongside a debut on Sephora’s Times Square billboard.

As a part of the marketing campaign, a curated number of Carey’s favorite magnificence merchandise, equivalent to Dior Lip Glow Butter and Valentino Donna Born In Roma fragrance, can be accessible to buy on-line at Sephora by way of a highlight on the Sephora homepage.

Sephora isn’t alone in tapping critical star energy for its vacation marketing campaign. Earlier this month, Charlotte Tilbury introduced its vacation collaboration with the singer and vogue icon Celine Dion. The fashions Jourdan Dunn, Quenlin Blackwell and Bella Tilbury additionally seem in the marketing campaign, as Dion performs a rendition of her hit music “I’m Alive”.

In an announcement, Charlotte Tilbury mentioned that the marketing campaign harnessed the “magic of star confidence.”

Sephora is no stranger to partnering with high-profile figures, with the retailer collaborating with the likes of Lady Gaga, Angel Reese, the Golden State Valkyries, and the Rockettes over the last year.

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