It’s official: Mariah Carey has melted the Halloween pumpkins and defrosted herself once again for the holiday season.
With her signature humor and a touch of sparkle, the pop icon released her annual “It’s Tiiiime!” video — a playful announcement that Christmas has begun.
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The Viral Clip
In the short video shared across Instagram, TikTok, and X, Mariah appears frozen inside a massive ice block as a group of mischievous elves and spooky Halloween characters try to “defrost” her.
When the ice finally cracks, she lets out her famous laugh and belts the opening line of her timeless hit:
“It’s tiiiiiime!”
The post instantly went viral — millions of views in hours — marking the official start of the holiday season for Mariah’s fans around the world.
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The Sephora Collaboration
This year’s comeback comes with a glamorous twist: Carey teamed up with Sephora for a festive beauty campaign featuring glittering makeup looks, red tones, and winter sparkle.
The promo celebrates 30 years since the release of her 1994 classic “All I Want for Christmas Is You.”
Industry watchers call it a “perfect example of seasonal branding done right” — a blend of nostalgia, humor, and luxury appeal.
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The Queen of Christmas Reigns Supreme
For nearly three decades, Mariah Carey has owned the Christmas season like no one else.
Her iconic single “All I Want for Christmas Is You” has topped charts every year since its release, earning her more than $70 million in royalties and cementing her status as the Queen of Christmas.
Every November, her reappearance online has become a global ritual — signaling the end of fall and the start of festive cheer.
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Why It Works
- Timing: The campaign drops just after Halloween — before anyone else dares to claim Christmas.
- Self-awareness: Carey’s sense of humor turns what could be cliché into cultural fun.
- Consistency: For 30 years, she’s owned this exact moment — and fans love her for it.
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The Legacy Continues
In a world of ever-changing pop culture, Mariah Carey remains one of the few artists who can turn a single phrase into a global event.
