Beauty in the East

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 lenticularlens 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 lenticularlens to create the impression of movement.