UP & UP with Target!

Christopher Durham Apr 23, 2009 9


After a recent tip from a reader I took a midweek trip to Target, to wander the health and beauty aisles and look for a reportedly unannounced new or relaunched Private Brand hiding in the aisle of my local store. My reader was even kind enough to send a picture…


Here is one image… taken on a blackberry so its not that good… of Up & Up Cotton Squares. Just a taste of what is going on here… notice the phrase “fair and square”.  I guess most if not all of the HBC products will have some sort of “tongue in cheek” type of saying on it… I would expect nothing less from Target.

The picture is intriguing if not a little fuzzy so my quest was to discover if this “Up & Up” brand lived in my local store. And in fact I did discover an assortment of sunscreens, lotions and other HBC items. Overall nice looking packages, competing head to head against better national brands. So is this brand set to fill the role of a better HBC brand living above the Bullseye branded products that live as traditional National Brand Equivalents.

upup-trashbagA Google search later and the question expands from HBC to a whole lot more. Google had surprisingly few related hits, but one baffling one, “Up & Up” branded trash bags at Target. And an intriguing strategy begins to unfold…

Is this the Archer Farms of dry goods, of HBC, of paper products?

Or something uniquely different, the elaborate Target Private Brand portfolio strategy seems to be always in flux, so the true gauge of the evolving strategy will be shelf space and marketing dollars. Stay Tuned.

Other Up & Up posts from My private brand:
UP & UP with Target!
Target Abandons Bullseye for Up & Up
Target – Up & Up, the Next Chapter


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Christopher Durham

Vice President of Retail Brands at Theory House

Christopher Durham is the founder of My Private Brand and the VP of retail brands at Theory House, the branding and retail marketing agency. He is the author of “Fifty2: The My Private Brand Project,” a consultant, strategist and retailer who has worked with the world’s largest retailers to build, manage and grow compelling billion dollar brands.

Latest posts by Christopher Durham (see all)


  1. Target Team Member May 19, 2009 at 6:59 pm - Reply

    I work for Target as a sales floor team member, and I am happy to hear you’ve discovered our up & up brand. up & up is the new look we’ve given to our target brand products. Previously where you would have found bottles with similar packaging and coloring to that of their brand-name competitors, up & up products will feature witty designs and will slowly transition in as our store’s leading self-owned brand. Other products that you may see flying up on our shelves include our Target home brand, now named reDesign. reDesign is marked by its innovative turquoise packaging. Archer Farms is still our self-owned consumables brand, and TruTech is our self-owned brand for electronics. Be sure to stop into your local Target store to pickup these great finds!

  2. Jeff Smith Aug 19, 2009 at 8:51 pm - Reply

    This is the lamest excuse for a brand name my wife and I have ever seen. How about “Heartland?” or “SunnyDay?” or “NewHorizons?” Or about a million other ideas? Who comes up with this stuff?

  3. Denise Frame Sep 2, 2009 at 10:49 pm - Reply

    Sept 2, 2009
    Just rcvd the up & up brochure with over $15 in coupons. It is probably one of the worst marketing mailings I have ever received. Not at all consumer friendly. If I was prone to seizures, I would have been hospitalized! Horribly confusing. I couldn’t wait to toss it out! Shame on you guys.

  4. Kevin Mahon Nov 10, 2009 at 6:15 am - Reply

    The packaging may have changed but the “me-too” element is still present with a “compare to national brand” call-out on the packaging. I think this strategy diminishes the impact of an attampt at unique branding. It seems Target is proud of the Up and Up Brand but lacks the confidence that consumers can trsut the brand without a compare to national brand message

  5. Graphic Designer Nov 24, 2009 at 2:54 pm - Reply

    As a designer, I thought the coupon mailer was refreshing and graphically beautiful. However, I can see how the typical consumer would be confused by it’s chaotic look.

    I was personally confused when I purchased two different children’s medicine products at different times and put them on the same medicine shelf at home. (same as Children’s Claritan, same as Children’s Tylenol Cold were both purple with the exact same looking name info, they are almost identical), and I almost mixed up giving my 4 year old cold medicine for his allergies. That could become a serious issue with many other consumers. This sort of same shaped bottle, similar product should have been further explored so this kind of potential mixup won’t happen.

  6. G Williams Jan 22, 2011 at 12:01 pm - Reply

    Up&Up body washes have now replaced all other name brands in our household. Ever since St. Ives discontinued my favorite body wash, I have been unsuccessfully searching, until now. The formulas cool moisturizing and sensitive skin are both excellent products. The prices are very affordable and it leaves my skin feeling clean. Unlike most name brands, that leave my skin dry or with a lotion-like film on it. Just wanted to inform you to keep up the good work. I will start to purchase other Up&Up products in the near future.

    G. Williams
    Milwaukee, WI

  7. Amy Jun 23, 2011 at 3:44 pm - Reply

    I just purchased the Up & Up disposable razors (the pink ones w/ the moisture strip) and used one this morning…it completely destroyed my legs. I had at least four nicks on on each leg & ankle and even one on my underarms! I do not recommend them. But I have body lotion and really like it!

  8. Larry Jul 16, 2013 at 10:48 pm - Reply

    Where are all these products made? I see nothing on the labels saying what country or company actually made the up&up brand for target.

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