Environmental Leader

The Body Shop is rolling out its “Nature’s Way to Beautiful” campaign in print, online and in-store this week, BrandWeek reports.

The branding effort includes telling the stories behind the products through in-store displays. For example, one display explains how aloe, a staple in The Body Shop’s products, is harvested in an environmentally-friendly way.

Other aspects of the harvesting procedure will also be conveyed on the company’s Web site, and Facebook users can log onto the company’s site to sign the “Together & Fair” pledge, which encourages consumers to spread the word about a new ethical product or service.

The company isn’t alone in branding itself green product stories. Earlier this month Wal-Mart requested suppliers to submit “green” products to help the company tell its story.

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