MONTREAL, QUEBEC--(Marketwired - July 11, 2016) - Iconic fashion chain H&M and #BeCrueltyFree Canada, led by Humane Society International and Animal Alliance of Canada, have collaborated on a special in-store campaign to raise awareness for the need to end cosmetic animal testing. Shoppers can expect to encounter bunny-themed interactive fitting room stickers and posters encouraging them to post and share their support for the Cruelty Free Cosmetics Act, currently under discussion by the Canadian Senate. Customers can also purchase H&M's new range of amazing cruelty-free beauty products that are available from coast-to-coast.

WHAT: H&M Canada and #BeCrueltyFree Canada in-store campaign for support of the Cruelty-Free Cosmetics Act to ban cosmetic animal testing and trade in Canada.

WHEN: Launch is Monday July 11, 2016 and continues until Sunday July 24 (two weeks)

WHERE: All H&M locations across Canada - click here to find yours.

H&M shoppers can sign the #BeCrueltyFree petition at; share a selfie and show your support on Facebook and Twitter using the hashtag #BeCrueltyFree and tagging @HSI_Canada.

For more information about the Cruelty-Free Cosmetics Act - click here. Email media contact for photos.

#BeCrueltyFree is the largest campaign in history to end cosmetics animal testing and trade globally, with branches in Australia, Brazil and Latin America, Canada, China, the European Union, India, Japan, Korea, New Zealand, Taiwan and the United States. #BeCrueltyFree Canada is a partnership between Humane Society International and the Animal Alliance of Canada - online at The Cruelty-Free Cosmetics Act was introduced on December 10 by Senator Carolyn Stewart Olsen, following two years of #BeCrueltyFree campaigning.

Contact Information:

Media Contact:
Christopher Pare
Office: 514 395-2914
Cell: 438 402-0643