Coty Canada has begun a promotional campaign for its beauty products brand Rimmel London in Toronto and Montreal. The promotion takes the form of two street events for the ScandalEyes mascara product line. The campaign, developed by JSEM of Montreal, makes use of the theme and style of the brand's current television advertising featuring model Georgia May Jagger. Promotional workers will be "jailed" in outdoor installations in Toronto on May 23 and in Montreal on May 25, ostensibly for the crime of claiming that the quality of their eyelashes is due solely to the mascara. Consumers will be encourages to visit the brand's Facebook page to create an image of themselves behind prison bars. "The ScandalEyes ad campaign is edgy, cheeky and youthful," said Jerome Dujoux, senior marketing director at Coty Canada. "We wanted to bring that feeling to the street with a stunt that would stop people in their tracks and create a buzz while also capturing the brand's London energy. We're really excited about connecting with our audience in a new and fresh way."