While the majority of cosmetic ads promote unobtainable beauty standards and feature a limited variety of models photoshopped to "perfection," some companies are making it their mission to be more inclusive. Ulta Beauty is one example, whose ad featuring a woman in a wheelchair made a big impact on a little girl seeking acceptance.
According to Carolyn Anderson, her four-year-old daughter, Maren, is a "dance-loving, baby doll-toting, bike-ridinglittle girl with the most infectious giggle and smile." She also has a rare disease caused by a gene mutation, so Maren uses a wheelchair and doesn't talk very much. "Since day one, she's shown great motivation and tenacity and worked hard to overcome the challenges of her rare disease,"Anderson told Scary Mommy. "All she wants is to be accepted for who she is, and represented like everyone else," her mother said.
Maren had been learning how to use her new wheelchair and was finally to the point where she was more comfortable going out with it in public. On one outing, Maren was completely taken aback by the Ulta ad. "On this particular evening, Maren was cruising on the sidewalk in her wheelchair with a confidence we had not seen before," Anderson told Good Morning America. "She was so eager, we could barely get her to stop at crosswalks. Then, she suddenly stopped and focused all her attention on this image of a woman in a wheelchair like hers. It was amazing."