On February 11th, beauty brands and retailers from around the world gathered in New York City for the first annual Womenâ€™s Wear Daily Digital Beauty Forum to hear from industry experts who are successfully â€“ and creatively â€“ using digital marketing in the beauty space. Planit was honored that one of our clients, Mally Beauty, was invited to speak at the event on becoming one of the most groundbreaking social media driven beauty companies in the industry. In partnership with celebrity makeup artist Mally Roncal, Planit has managed and grown Mally Beautyâ€™s social media presence since November 2012. In that time, Mally Beautyâ€™s social media platforms have grown by 116 percent. Today, Mally Beauty Facebook fans and Twitter followers are more engaged than any of the brandâ€™s competitors, which is why Mally was hand-picked to present at the WWD event. One of the biggest takeaways from Mallyâ€™s presentation was the importance of being authentic when communicating with her highly engaged social community of Mallynistas. Social media users across every platform want to feel like they have a direct line of communication with a brand and they want to feel that their questions, concerns and suggestions are being heard. To humanize a brand through social media listening and sharing creates a forum for a brandâ€™s true authentic personality to shine. The human and authentic component of Mally Beauty is vital to the overall social media strategy when it comes to managing the social media communities, giving an exclusive look into the inner workings of this high performance beauty brand and the person behind it to ultimately set Mally Roncal and Mally Beauty apart from competitors.