Sephora has collaborated with American singer Mariah Carey to launch a co-branded video, ‘It’s Time’. 

Streaming across the pair’s Instagram and Sephora’s Times Square billboard, the video features the artist standing inside a Sephora-branded room and an elf played by Billy Eichner.

“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 who better embodies that sentiment than Mariah Carey during the holiday season,” said Zena Arnold, CMO of Sephora.

“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.”

As part of the beauty brand’s strategy for social media expansion, the collaborative launch coincides with the commencement of its annual sale, the Saving Event, which runs through November 10.