Byly Laboratories has begun an out-of-home campaign for its Byly brand of depilatory strips. The campaign, which will run until the end of the month, is being conducted via the Fashion Frame division of Montreal-based Zoom Media. It consists of advertising displays in the fitting rooms of 30 Bikini Village retail stores in Quebec. The initiative also includes a component whereby purchasers of the stores' swimwear will receive a sample of the Byly product. This is the third year the company has conducted this campaign. "Our lifestyle targeted Fashion Frame network is a perfect fit for Byly, Bikini Village and their customers," said Martyne Rioux, vice-president of Fashion Frame. "The placement of the advertising in the change rooms is an essential marketing component for Byly as it brings the need for the depilatory strips into an intimate context."