For its 2025 vacation marketing campaign, Sephora has partnered with Mariah Carey.
Because of her chart-topping 1994 hit “All I Need For Christmas Is You”, Carey has been long-affiliated with the vacation season. Yearly, on November first — the day after Halloween — the singer releases a video of her “defrosting” and saying “It’s time!”, signalling an unofficial — or official, to her followers — begin to the vacations.
This yr, that announcement varieties the idea 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 films together with “Bodied”. It launched on each Sephora and Mariah’s Instagram profiles on Saturday morning, alongside a debut on Sephora’s Instances Sq. 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, might be accessible to buy on-line at Sephora through 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 style icon Celine Dion. The fashions Jourdan Dunn, Quenlin Blackwell and Bella Tilbury additionally seem within the marketing campaign, as Dion performs a rendition of her hit tune “I’m Alive”.
Sephora isn’t any stranger to partnering with high-profile figures, with the retailer collaborating with the likes of Woman Gaga, Angel Reese, the Golden State Valkyries, and the Rockettes over the past yr.
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