Lancome launches mascara via electronic paper

Luxury cosmetics brand Lancome has unveiled an innovative out-of-home campaign to promote its newly introduced electronic vibrating mascara product, Oscillation, in the Japanese market. Developed in conjunction with McCann Erickson Japan, the in-train campaign uses electronic paper in the form of a hanging poster to project a moving image of the oscillating brush.The animation is supported by a full-scale ‘train-jack’ – whereby the entire train carries advertising exclusively for one brand – on Tokyo Metro trains running on the busy Ginza and Marunouchi lines, which pass through the city’s central business district. It will feature until the end of the month.A subsidiary of L'Oréal, Lancôme competes with brands such as Shiseido and Estée Lauder in Japan.