Lancome launches mascara via electronic paper

Developed in conjunction with Fallon Japan and Universal McCann Japan, the initiative consists of in-train and print elements using electronic paper and lenticular lens technology.

The ‘train jack’ (whereby an entire train carries advertising exclusively for one brand), which has been installed on Tokyo Metro trains running on the busy Ginza and Marunouchi lines, includes a hanging electronic poster that presents a moving image of the oscillating brush. The fixture reportedly marks the first time for electronic paper to be used to create a suspended transit poster. Trains on both lines, which run through the city’s major business and shopping districts, will carry the work until the end of the month.

The OOH drive is supported by print elements in major lifestyle publications showing an image of the product under a lenticular lens to create the impression of movement.

A subsidiary of L'Oréal, Lancôme competes with brands such as Shiseido and Estée Lauder in Japan.

Fallon is responsible for creative duties for Lancôme while McCann handles media planning and buying for L’Oréal.