Did you feel that chill in the air on November 1st? Don’t pretend you didn’t. It wasn’t just the weather changing; it was the distinct, high-pitched signal that the Queen of Christmas, Mariah Carey, had successfully thawed out and declared the start of the holiday season. But this year? She didn’t just smash a pumpkin; she launched a whole beauty universe with Sephora.
Seriously, we’re talking about an entire, shimmering cinematic event.
The Diva and the Drama Elf
The clip begins with Mariah looking utterly angelic, wrapped up in a sweeping, ethereal white gown, fresh from some activity that must have been utterly glamorous. She’s ready to ring in the cheer when suddenly, her Sephora vanity is in disarray. What kind of person would dare mess with the sacred start of the season?
Enter actor Billy Eichner, playing a mischievous, disgruntled elf. This elf isn’t feeling the spirit, declaring that Christmas is canceled. Can you believe the audacity? He even starts trying to steal Mariah’s beloved beauty essentials, claiming he needs to sell them off for “elf therapy” because, apparently, those North Pole working conditions are rough. He’s taking the blush! He’s taking the lipstick! He tries to make a grand exit with a sassy, “Bye, sweetie.”
But Mariah doesn’t miss a beat. You can’t cancel Christmas, sweetie. Never!
She hits him with the line we’ve all been waiting for—that signature, high-octave “It’s tiiiiiime!” And just like that, the poor, overworked elf freezes solid, turning instantly into a glittery snowman. Poof! Mariah then transforms from her angelic white look into a dazzling, crystal-embellished red jumpsuit, hops into a sleek sleigh, and zooms off through a sparkling, Sephora-branded winter wonderland. Of course, her iconic track, “All I Want For Christmas Is You,” provides the soundtrack to her dropping beautiful bags of makeup down chimneys. It’s pure, unapologetic fabulousness, isn’t it?
Sparkle, Shimmer, and Backlash
The partnership makes perfect sense if you think about it. Who embodies seasonal sparkle more than Mariah? Sephora’s Chief Marketing Officer, Zena Arnold, even said the whole campaign celebrates “glimmers”—those little, magical moments of joy you get from a great gift of beauty. And who better to deliver those glimmers than the woman who has basically owned the holidays since 1994? The campaign is a huge push for their “Give Something Beautiful” event and their popular Savings Event, ensuring Mariah’s magic is directly linked to your impulse to shop.
But look, it’s not all snow flurries and whistle notes.
When you’re that big, and the moment is that culturally ingrained, people are going to have feelings. Some viewers definitely weren’t feeling the strike plot. I mean, having the Queen of Christmas freeze a struggling elf over makeup? Some critics jumped right into the drama, calling the ad “tone-deaf.” They argued that mocking an “elf on strike” felt a little too close to mocking real-world labor struggles, especially during a time when everyone’s budget is feeling squeezed.
It’s interesting, right? On one hand, it’s the fun, campy, over-the-top holiday kickoff we wait for. On the other, some people felt it totally missed the point of “All I Want for Christmas Is You,” which is supposed to be anti-materialistic.
What do you think of Mariah’s Sephora spectacular? Was the striking elf drama too much, or was it just a funny way to transition from Halloween? Let us know your thoughts in the comments below, and don’t forget to follow us on Facebook and Twitter for all the latest celebrity gossip and style breakdowns!
Did you know more and more celebs like Posh Spice are ditching Christmas tree ornaments? Here is why.
Sources:
- www.newsroom.sephora.com/mariah-carey-declares-its-time-the-queen-of-christmas-teams-up-with-sephora-to-ring-in-a-glimmering-holiday-season/
- www.hot97.com/news/its-time-mariah-carey-kicks-off-the-holiday-season-with-new-sephora-campaign/
- www.blackenterprise.com/mariah-careys-sephora-ad-backlash/
