Major beauty brands are being challenged by upstarts, and it's having a ripple effect throughout the industry.
Kristina Monllos is a senior editor for Adweek.
Kristina Monllos is a senior editor for Adweek, where she specializes in covering brands, marketing innovation, consumer trends and pop culture. She produces the podcast "Yeah, That's Probably an Ad."
Users in Philadelphia and L.A. will be able to take an immersive ride complete with static sounds, lights turning on and off, people in hazmat suits and waffles.