Aug. 28, 2008 - The Body Shop is rolling out a new advertising push that shares the stories behind its green products, BrandWeek reports.

The new "Nature's Way to Beautiful" campaign, which includes print and online advertising as well as in-store displays, highlights the responsible, environmentally preferable sourcing practices behind many of the ingredients that go into the company's natural skin care products.

"Many people care about issues, but they're too busy to join a group or do a grassroots piece. But everyone shops," says Shelley Simmons, the company's director of branding. "It's a very simple interaction to get people in the mindset."

The new branding effort - The Body Shop's first since being bought out by L'Oreal - coincides with the launch of the company's new Wellbeing range of beauty products, sold in 100% post-consumer-recycled plastic bottles.