For its 2025 holiday 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 holiday season. Annually, on November first — the day after Halloween — the singer releases a video of her “defrosting” and announcing “It’s time!”, signalling an unofficial — or official, to her fans — start to the holidays.
This year, that announcement forms the basis of Sephora’s holiday campaign video. It sees Mariah board a sleigh to fly over a “Sephora-themed winter wonderland’” as well as an appearance from actor and comedian Billy Eichner as a “no-good elf.”
The video is directed by Joseph Kahn, who has worked on music videos with Carey and Taylor Swift, as well as his own movies including “Bodied”. It launched on both Sephora and Mariah’s Instagram profiles on Saturday morning, alongside a debut on Sephora’s Times Square billboard.
As part of the campaign, a curated selection of Carey’s favourite beauty products, such as Dior Lip Glow Butter and Valentino Donna Born In Roma perfume, will be available to shop online at Sephora via a spotlight on the Sephora homepage.
Sephora isn’t alone in tapping serious star power for its holiday campaign. Earlier this month, Charlotte Tilbury announced its holiday collaboration with the singer and fashion icon Celine Dion. The models Jourdan Dunn, Quenlin Blackwell and Bella Tilbury also appear in the campaign, as Dion performs a rendition of her hit song “I’m Alive”.
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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