In a system and method for forming a metal oxide coating on glassware, heated glassware is provided in a coating zone, preferably by a grounded conveyor. An electrostatic charging and depositing field is established to a surface of the glassware in the coating zone, and a flow of metallic vapor is generated and introduced into the electrostatic charging and depositing field. The metallic vapor is electrostatically deposited on the surface of the heated glassware, and reacts with oxygen at the surface of the heated glassware to form a metal oxide coating on the surface of the glassware. The system and method can be used in either cold end coating or hot end coating, and can provide a dual cold end coating with an initial metal oxide cold end coating and a subsequent conventional cold end coating, providing improved surface lubricity at reduced costs.