5WPR Ask the Expert Series Featuring: Joie Tavernise

As a leading Beauty PR agency, 5WPR has been tapping into our network of industry leaders—celebrity makeup artists, influencers, and more—to bring you exclusive insights. Each edition features candid conversations, expert advice, and behind-the-scenes perspectives. Our latest installment features celebrity esthetician and founder of JTAV Clinical Skincare, Joie Tavernise. Enjoy!

5WPR: Our team is excited to hear your unique industry insights and expertise. As a celebrity esthetician, where are you finding news about new products and brands? What factors really push you to try them? 

Joie Tavernise: As a business owner and esthetician, I’m always looking for new and exciting products and brands. I find a lot of my inspiration comes from following and connecting with like-minded brands and entrepreneurs on social media. What really pushes me to dig deeper into a brand is when they have convincing clinical trials and visible results.  

5W: What feedback are you hearing from your celebrity and day-to-day clients in terms of what brands are doing that really excites them?

JT: Everyone is always looking for brands to deliver results. No one wants to waste their time and money on fluffy treatments and that is exactly what I am hearing from celebrities and day-to-day clients alike. Clients get excited and stay consistent when they see results with little downtime. 

5W: What are brands doing to stand out to you in the currently cluttered skincare industry? What social media/digital tactics are you seeing work/not work? 

JT: To me, the brands that stand out are those that lead with authenticity, transparency, and community engagement. In my experience growing a brand, the more that you show your true self, the more that people are interested in what you are doing. 

5W: In your opinion, what gives a brand staying power versus “trending for the moment” status?

JT: It really comes down to truly knowing and understanding your clients. The more you build trust and understanding, the more your business will grow – it’s truly a symbiotic relationship.

5W: How can brands truly forge connections with estheticians today? What’s really working and what has fallen completely flat from your experience in working with PR pros? 

JT:  I’ve found that it comes down to education and support. PR pros can best support estheticians by learning what is trending in the industry and making connections and features happen from there. It’s truly a two-way street when it comes to PR and estheticians – we are both experts in our field and the more we understand the way the other works, the more each party benefits. 

5W: These were fantastic insights. Thank you so much, Joie!

Interested in a look at the Top 5 Insights from Joie’s conversation? Read them here.