The exhibit floor will have a slightly different feel at this year’s National Association of Chain Drug Store’s Total Store Expo, slated for Aug. 22 to 25 at the Colorado Convention Center in Denver, thanks to a 30 percent uptick in beauty and fragrance company registrants versus 2014.

This story first appeared in the July 15, 2015 issue of WWD. Subscribe Today.

The interest of beauty companies, according to Jim Whitman, senior vice president of member programs and services, proves that the attention to building and refining the meeting is not only netting a 92 percent return rate, but also attracting companies that have been waiting in the wings. E.l.f. Cosmetics is making its debut at the show, along with Me Bath Experience. Other beauty companies on board include L’Oréal, Markwins International, Procter & Gamble Co., Maybelline and Cosnova Inc.. Two sessions, Meet the Market and Meet the Retailer, offer networking opportunities where Tom Brokaw will deliver the keynote address.

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