Missed the National Association of Chain Drug Stores Annual Meeting in Palm Beach, Florida? Here’s what more than 30 high-level mass beauty brands discussed with 60 key retailers on the lush lawns at The Breakers Hotel.

Coty’s Future: The acquisition of 41 former Procter & Gamble beauty brands by Coty, Inc. is on target to close in October. But what Coty’s blueprint for success is remains unknown as both the parent company and its beauty brands struggle. But an answer could lie in the blockbuster announcement that beauty executive Shannon Curtin has been named Senior Vice President of North America, Coty Consumer Beauty.

Shannon was the former Group Vice President of Beauty and Personal Care at Walgreens. She’s a highly-respected, 15-year veteran in the business and joined Walgreens from Wal-Mart. Shannon is revered in the business and the news was surprising, but welcomed. The biggest challenge is how to integrate so many lines into one portfolio without losing focus for any of the brands. Retailers are concerned about lagging sales in Coty and P&G lines, especially Sally Hansen. They are also happy, however, that a plan is in action.

The division will be overseen by another industry favorite, Esi Eggleston Bracey, who will be the President of Coty Consumer Beauty. Esi and Shannon will be based in Coty’s New York office.

“Shannon’s unique perspective of beauty from inside the retailer will ensure our product development, sales approach and marketing are developed with our customers squarely at the center,” Esi said.

Natural is Here, Again: Retailers flocked to Yes To, Shea Moisture, Skinfix, Eos and Burt’s Bees to fill swelling shopper demand for ingredients that are the “least harmful.” Word is that today’s millennial consumer wants natural, especially since the quality of natural products has improved enormously.

The Social Network: Tapping social influencers has been a major push on sales, according to the brands taking that path. Think Kylie Jenner with SinfulColors, Lauren Conrad for John Frieda Sheer Blonde and Sam and Nic Chapman for Paris Presents Real Technique brushes. The big question is how to find the right influencers who are authentic, and how long their appeal can last?

Revlon Redux: Is Revlon gaining traction? There were positive market analytics behind the brand, but still chatter about whether it would be sold in whole or parts—or if the plan is to take it private and out of investor scrutiny.

Exclusive Offers: There’s no doubt beauty has been elevated to the second biggest category behind pharmacy for drug stores (and within the top five categories at mass). But as CVS and Walgreens seek more of their own labels, are national brands facing a squeeze? Suppliers admitted fear in losing space to private label beauty, and to being pushed for exclusive items to provide leverage in a competitive marketplace.

Celebrity Gets New Life:

There’s a rush of celebrities creating their own cosmetics lines, such as Katy Perry for CoverGirl. But there’s also a flicker of hope for a revival in star-studded scents. Top chains said there is a Britney Spears fragrance extension in the works.