UP & UP Oral Care Refresh
2024 Oral Care Product Refresh for Target’s UP & UP Brand
Brand: Target / UP&UP
Launch: 2024
“Refreshing News: UP&UP is Expanding with New and Even *Better* Everyday Essentials”
The mass merchant is expanding the $3 billion brand’s assortment and is reformulating 40% of its products to meet higher quality standards, including Oral Care products such as manual toothbrushes, power toothbrushes, flossers, picks, whitening products and more.
BRIEF
TARGET NEEDS A PARTNERSHIP IN DESIGN AND DEVELOPMENT
REFRESH OF ENTIRE ORAL CARE PRODUCTS
PROCESS
Business Assessment
Before receiving official project approval, the Target team requested that we envision new UP&UP Oral Care products with no specific directions provided. We began by creating concept sketches, which were later refined into 3D CAD drawings for enhanced 3D visualization.
Early Concepts
Concept sketches were translated into 3D visualization for a review process.
Review Brief
Target approved the design works and began partnership to develop designs into manufacturable stages.
Design Phase 1
Swiftly translated the general guidelines and directions provided by Target's product team into 3D CAD designs. Renderings and prototypes were promptly generated for comprehensive reviews.
Design Phase 2
Collaborated closely with engineers to ensure Design for Manufacturing considerations were integrated into the 3D models. Concurrently developed comprehensive CMF specifications and enhanced the quality of visuals for the final approval submission.
Pre-production Sample Review
Multiple rounds of pre-production samples were meticulously crafted, refined, and subjected to rigorous manufacturing approvals before finalization.
RESULTS
$30M product lines were designed, developed, and shipped to Target stores in early 2024.
Various SKUs of manual toothbrushes for adults and kids.
Collaborated to create design concepts for power toothbrushes.
Toothbrush covers, flossers, picks, interdental brushes, and whitening products were also supported.
