Advertising on e-paper

To launch a new mascara product featuring a vibrating application , Lancome needed a suitably futuristic media platform.

Lancome came up with an in-train campaign using electronic paper and lenticular lens technology. The cosmetics brand took over an entire Tokyo Metro train running on busy lines, placing electronic hanging posters that show a moving image of the oscillating brush – the first time such paper has been used in a transit poster.

This was supported by print elements in lifestyle titles showing the product under a lenticular lens to create the impression of movement.