The Body Shop has unveiled its first ever ambassador, Lily Cole, who will push the brand's new message, Beauty With Heart. Designed to inspire its customers to look and feel good through the power of helping others, Sophie Gasperment, Executive Chairman of The Body Shop said in a statement: "We know that our brand delivers more than beauty; our products truly contain heart as well." Lily says of her new gig: "I have long been an advocate of the potential of using business and consumer power to cause positive change. The Body Shop takes a responsible attitude to people and the environment, and it feels amazing to be supporting a brand who are pioneers in that way of working." Lily is known for her environmental campaigning, having helped to launch the environmentally-friendly knitwear company The North Circular and writing the foreword for Tamsin Blanchard's Green Is The New Black book so we think she's a great fit. The global initiative, which will be fronted by Lily, will start to roll out in stores from May 15.