The Bodyshop, started in 1976 with one store in the UK, now has world wide over 2.500 stores. They work and communicate from a very strong believe:
"The business of business should not just be about money, it should be about responsibility. It should be about public good, not private greed." Dame Anita Roddick. Human Rights Activist. Founder of The Body Shop.
They sell beauty products, but those do not make their core story. Their values as they state on their website are: Support Community Fair Trade, Defend Human Rights, Against Animal Testing, Activate Self-Esteem and Protect Our Planet.
These beliefs come forth in everything they do. Commercials aren't about the products, they are about the silliness of skinny models, when no normal woman is that skinny. Or making sure all beauty products are cruelty free.
And they show this with everything they do. The website is green, the logo has green colours in it. Even the stores have lots of green in them with wooden displays.
They have a very powerful story to tell, and they live to it, since the day they started.