The story of how Andrew Favorito discovered the depth of the beauty industry from within.
Andrew Favorito wanted to work in fashion. Speak to this public relations wiz for more than five minutes, and you’ll quickly realise he’s a living, breathing fashion and culture history library. What kept him intrigued, however, didn’t have to do with the surface at all. Whether he was scouring through his parents’ Vanity Fair or reading V Magazine from back to back, Andrew was interested in one thing alone: The story. Today, he’s the senior manager of brand marketing and communications at Tatcha, a beauty brand steeped in Japanese history, culture, and genuine purpose.
Ever since I could understand what fashion was, I wanted to work in it. It was so glamorous, and so breathtaking. But looking back at it, what actually got me were the stories. Yves Saint-Laurent’s tragic life; the curiosity and exuberance of Gianni Versace. I mean, I can tell you so much about these people and brands. So I kind of discovered that I wasn’t really into center stage – I was curious about what went on behind the curtain.
One thing was for certain: Andrew couldn’t stay in Boston. As much as he loves the town he grew up in, it was neither a fashion nor culture capital. When time for college came round, Andrew moved to New York City after a short stint at a Boston university, and immediately started applying for internships. This was the heyday of The Hills and its spinoffs, when internships weren’t just a job; they were the ticket into the alluring fashion industry. Adding to this, Andrew had been accepted to NYU’s Gallatin School of Individualized Study, where credits were given for practical industry work.
At this point I had realised that I wasn’t going to be a great fashion designer. So I asked myself, what else I could do that was in fashion? And this was around the time I was first introduced to Sex and the City and I was completely fascinated by Samantha. I didn’t even know what PR was but I thought it and New York seemed so glamorous. I knew that an internship was going to be my way in, so the second I got to New York, I started applying like crazy.
Throughout college, Andrew interned, and interned at length. His first internship was at Reed Krakoff, where he stayed for three semesters and learnt the ins and outs of public relations and communications. Following this, his NYU advisor recommended him to the PR department at Issey Miyake, which became pivotal for Andrew’s career path; it’s where he discovered that beauty might be a more interesting field than fashion. This was where the unique product development was; the hard-hitting entrepreneurship and innovation; the stories. So in his senior year of college, Andrew started to look for PR positions, and landed at an agency that had half its client base in the beauty industry.
So, I love working with women. I think women are the best bosses and the best leaders. They just get it; it’s instinctive for them. They know how to get shit done – and they don’t complain. And when I met the founder of this boutique PR agency, I just thought she was lovely. And she had all these super cool beauty brands she was working with, which interested me; the industry was nice, people were actually lovely, the stories were cool, and the products were innovative, you know.
Andrew quickly fell in love with the beauty industry. He could understand the why. It was aspirational but still accessible. And there was so much more proposition variety than what he’d experienced in fashion PR. Beauty grew to become the bulk of Andrew’s work, and after moving onto another agency, one of the brands he began working with was Tatcha. The brand intrigued him instantaneously; long before founder Vicky Tsai had made her substantial impact on shifting the perception on Asian beauty in the US market from something strange to something highly luxurious. For Andrew, Tatcha brought him back to the stories. No matter how far he dug into this brand over the course of his time managing their account, he never stopped discovering new things..
This was before Asian beauty was trendy (…) I asked to be put on the account – people at the agency weren’t really paying all that much attention to them, but I thought it was incredibly interesting and that there was magic there. It was a brand with purpose, with an incredibly inspiring founder, and Vicky is amazing, and I ended up leading the account – and so working very closely with her.
The relationship grew, as did Tatcha. Eventually, Andrew joined the brand in-house to head up public relations; to tell Tatcha’s story. That’s what he’s been doing for the last two years, and he is staying put. The brand leads with storytelling – always mindful of how to position their core narrative at the centre of everything they do. For Andrew, it’s the perfect work environment. He gets to contribute to a beauty company that’s passionate about that exact same thing he fell in love with as a child; the depth and the purpose. How to include its audience and create a company-consumer journey together. Which is likely an essential explainer as to why Tatcha has grown so much in just a couple of years. The products are solid; but the story elevates it all.
I love the brand, and joining the team was the best thing I’ve done so far in my career. Tatcha is this amazing place with amazing people, and there is so much emphasis still placed on storytelling. There’s so much meaning and so much purpose to everything, from product development to marketing. And even now, there are things I’m still uncovering. It’s the neverending story, which is a publicist’s dream.