The Body Shop

I think they are going for the same rebel attitude as their old Ruby campagne.
When I went to Girl Guides, we had someone in from the body shop to give a talk and we could try out the products. She brought a Ruby doll in, and told us how Mattel (Barbie company) diddn't like it because "It looked too much like Barbie"

New York Times offers similar messages from other brands:
For instance, ads for Dove beauty bar promote that Unilever product as ''for the beauty that's already there.'' Campaigns for Chic jeans from the Henry I. Siegel Company have carried such themes as ''Look like yourself'' and ''It's what you feel that counts.'' Print ads for the Freeman Cosmetic Corporation feature a woman, her back turned to the camera, asking, ''How much do you need to see to know I'm beautiful?'' And an ad for Special K cereal, run in Canada by the Kellogg Company, that depicted an ultrathin model and carried the headline ''If this is beauty, there's something wrong with the eye of the beholder.''