Sephora partners with a cult moment in pop culture.

The LVMH group's beauty brand is teaming up with singer Mariah Carey in a campaign celebrating the beauty, joy and spirit of the holidays.

True to her annual tradition, Mariah Carey launched her iconic "It's time!" on social media, kicking off the festive season. A moment that has become cult with which the beauty brand Sephora has been associated this year.

Directed by Joseph Kahn, the video unveiled simultaneously on Mariah Carey's and Sephora's networks as well as on the famous Times Square billboard in New York, marks the official transition between Halloween and Christmas. In a winter setting inspired by the Sephora universe, the singer faces a mischievous elf, played by Billy Eichner, before taking off in a sparkling sleigh, proclaiming her now cult rallying cry: "It's time!"