Target Private Brand Wins Consumer Reports Honors

A new study by Consumer Reports found that the most effective sunscreens on the market are also the among least expensive. The magazine tested 22 sprays, creams and lotions ability to protect skin against ultraviolet A and ultraviolet B radiation.

For the second year in a row, Target’s Private Brand Up & Up’s Sport Continuous SPF 30 was selected the best buy. The brand was one of four, which received the top marks for effectiveness and cost a mere .88¢ per ounce.

Three other brands were rated highly for their UVA, UVB protection and reasonable price:

  • Banana Boat Sport Performance SPF 30
  • Coppertone Sport Ultra Sweatproof SPF 30
  • CVS Fast Cover Sport SPF 30


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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.