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PALM BEACH, Fla. — One of the big draws at NACDS Annual are the lavish parties beauty companies throw to lure retailers to their inner circle.

Each year, Revlon unofficially kicks off the conference with a bash, usually at Mar-A-Lago, and treats attendees to a multicourse meal topped off with roof-rocking entertainment. This year was no exception, as guests dined on lobster and prime rib and rocked to the tunes of Melissa Etheridge until 11 p.m.

The evening’s theme was fantasy, said executive vice president Stephanie Klein Peponis, seeing that cosmetics is a play on fantasy, too. Canopies and fountains came alive, while a sparkling pool kept afloat a glittering Revlon brand logo.

Sunday evening was L’Oréal’s night to shine with a party held in the Venetian Ballroom at the Breakers, which was decked out in shades of pink and rose-colored flowers. The night took on a Casino theme, retailers “gambled” at a roulette wheel and craps table, and a band played oldies but goodies for the full house. The event, hosted by the entire L’Oréal USA team, which included recently appointed chief executive officer, Laurent Attal, ended just as Procter & Gamble’s party got under way on the other end of the Breakers in a different ballroom.

Many L’Oréal partygoers, including Rite Aid’s ceo Mary Sammons, were seen here, where P&G announced Ed Shirley would be its group vice president, North America, replacing Rob Steele. Shirley posed with Cover Girl spokesperson Molly Sims, who attended for his announcement — and perhaps for the evening’s entertainment, country singer Phil Vassar.

This story first appeared in the May 12, 2006 issue of WWD. Subscribe Today.