Private Brand Sunscreens Shine From Target, Walmart, Walgreens

SunscreenConsumer Reports recently put a dozen sun-protection products to the test and readers of this site will not be surprised that Private Brands came out on top. Three of the four top-scoring products in the test were Private Brands. Target’s UP & UP Sport SPF 50 spray had the highest overall score, followed by Walmart’s Equate Ultra Protection Sunscreen SPF 50 lotion. At only $.47/oz., the Walmart lotion was also labeled a “Best Buy” by Consumer Reports. The Target spray sells for $1.16/oz.

Coppertone Water Babies 50 lotion was the only national brand to crack the top four, and at $1.38/oz, like the Walgreens Continuous Spray Sport SPF 50 which had the fourth-highest overall score and sells for appromimately $1.33/oz.

For more on sunscreens, including how Consumer Reports tested the products, go to

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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.