Target Welcomes Exclusive Being Frenshe Line

Former Disney Channel star Ashley Tisdale is making a new name for herself — quite literally. The "High School Musical" star recently launched Being Frenshe (playing on her married name of French), a line of beauty and personal care products in mood-boosting scents exclusively at Target. Being Frenshe debuted on Target.com in July and rolled out to the retailer’s stores soon after. Ranging from $7.99 to $16.99, the line includes bath bombs, fragrance mists, candles, perfumes and hair oils. The vegan, cruelty-free products are formulated without parabens, phthalates and sulfates. Being Frenshe is part of the Frenshe platform (Frenshe.com), which launched in 2020 as a digital wellness space with blog posts sharing shopping guides, health tips and more. A promotional page within Target.com communicates the beauty brand was inspired by Tisdale's "own mental health and wellness journey" and how "introducing fragrance into her self-care rituals greatly influenced her mood." The page also positions Being Frenshe as a Target Clean brand and shares Instagram posts from influencers promoting the brand. In stores, the line is merchandised on either a table display or an endcap that highlights the different collections available — including “Soothe & Comfort Cashmere Vanilla,” “Awaken & Uplift Citrus Amber,” “Unwind & Rest Lavender Cloud” and “Balance & Harmony Bergamot Cedar” — framed in corrugated shadow boxes that match each scent’s packaging. Inviting shoppers to "meet your everyday wellness rituals," the endcap is also outfitted with a header that plugs the brand's logo and communicates the SKUs are “new and only at Target.” Additionally, the display highlights the line employed its own MoodScience Scent Technology to create mood-boosting scents. Early in the summer, Being Frenshe’s Instagram page teased that “something’s coming soon … 07.18.22.” The page has since been flooded with updates of user reels and testimonials, product shots and in-store clips of the display. The brand also used Instagram to invite consumers to get free lattes via its Matcha Your Mood Pop-Up Truck, which was parked outside of Target SoHo in New York on Oct. 15. In other social media activity, brand ambassadors can be found all over TikTok promoting the brand, the line and their favorite Being Frenshe products. The brand has also used its own TikTok account to promote the line since its release with multiple updates spotlighting the products, influencers reviewing the SKUs and Tisdale shopping at Target. Additionally, Facebook updates from Frenshe, a home page video ad on Frenshe.com and YouTube videos from Tisdale support the launch. (See video below.) Target ran an incentive in September promising shoppers a $5 gift card with the purchase of $25 worth of beauty items from brands, including Frenshe.

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