Top Story The Hottest Items at Marketplace The National Association of Chain Drug Stores' Marketplace meeting is not the hotbed of new item activity it once was. Too many companies find it damaging to put their new items out in the public eye where they can be duplicated at lightning speed. That said, there were still some fresh ideas unwrapped at the show in San Diego last week. Among them: SoHo Bags from Markwins: Markwins acquired SoHo a few years ago and has been working diligently on the line to make it a meaningful addition to the cosmetics bag business. With the help of a designer, the new collections are on trend and represent a good value. This should give mass retailers the opportunity to carve out a big cosmetics bag business. Bonne Bell: The tween power had lost some footings in recent months, including some space on walls. The company isn't about to let that happen now as it charges full steam ahead with a line of Smackers and Starburst hair care products that fill a void for kids between L'Oreal Kids and adult hair care. The colors and scents are captivating and should work for boys and girls. Bonne Bell also has new destination fixtures such as the one being used at Walgreens. Jane: With new financial backing in order, Jane Cosmetics is rolling ahead with new items that bring good value to the mass universe. Leading the charge are items such as Makeup in a Box and All In One. New this year is a shimmer blush retailing for $5.99.   Milani: Long before HIP was considered multi-cultural, there was Milani. The company expects resurgence in lip products and Milani is ready with new promotional displays. While larger manufacturers tried to convince retailers last year they didn't need brands like Milani, the performance of the brand proves it deserves space on the wall. Schroeder & Tremayne: The company that helped created specialty bath is getting back into liquids with a line called Botanical Bath. Flavors include those created for specific benefits. The fact that these are all mid-size or small companies shows that retailers, somewhat disenchanted with what the big players did last year, are once again looking for the creativity of small companies. People, Places and Things A few words with Michelle Hobson, Walgreens manager, strategic business development and beauty. Hobson's new job was created so Walgreens can focus on growing proprietary businesses. What a smashing debut she's making with the chain's new European Beauty Collection. One thousand top doors will be the testing ground for seven brands imported from Europe. Walgreens' joined Target as chains trying to duplicate a European apothecary feeling in the U.S. Hobson chatted with WWD's Andrea Nagel and Michelle Edgar prior to the start of the Marketplace meeting. WWD: What's behind this collection? Hobson: "We need to be a better partner with our customers and deliver better concepts, and we need to be top of mind with her when she thinks of skin care. It's not just about building skin or beauty. It will brand us for the future. WWD: What will it look like? Hobson: We are making it look like a department store so that the customer shopping basic skin care can't help but notice it. But what we are also trying to do with this front endcap is to get her to stop and say, 'Where am I?' WWD: Will it cannibalize from other lines? Hobson: Of course with anything there is going to be cannibalization, but I think our will be very minimal because we are going to be pulling that customer who is outside of our world today. What's In Store Axe: Unilever's Axe brand is expanding into fragrance with a male scent called Axe Lab with a jump in price point for the brand to $29.95. Sally Hansen Express Wax: Sally Hansen has found a way to make waxing more palatable with a white chocolate flavored was for face and body. Burt's Bees: Retailers are buzzing over Burt's Bees. So far, Walgreens and CVS have put in the line which chain officials said are bringing in incremental sales.