Burt's Bees. It’s Not Just Honey:

[Burt's Bees] makes simple products using plain ingredients like milk, honey, beeswax and almond oil, selling them in cheerful, tongue-in-cheek retro packages. [...] And it employs seemingly low-key marketing, like its interactive tent, without preaching a green gospel. This laissez-faire approach inspires word-of-mouth promotion.