Pinpoint Co-brands with Winnie the Pooh for Immersive Skincare

Abstract: Chinese personal care brand Pinpoint launched Winnie the Pooh's co-branded series, including body cream, shower gel, etc. According to CHAILEEDO, the products are priced from $7.4-$14.8 in its flagship store on the Chinese e-commerce platform Tmall. The brand Its Pinpoint Rainforest Tone-Up Body Cream sold in nearly 200,000 pieces during the Chinese 618 Shopping Festival in this year.

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According to The 2021-2027 China Body Care Industry Development Trends and Investment Decision Recommendations Report released by Intelligence Research Group, the market size of China's hair and body care market was $11.7 billion in 2020, up 1.7% year-on-year. The body care category trend study released by the CBN Data Center shows that the market size of the body care category has grown steadily over the past three years, and has consistently maintained a high growth rate since the 3rd quarter of 2017.

From the degree of discussion on social platforms such as Xiaohongshu, moisturizing and hydrating is no longer the only pursuit from customers of body care, product efficacy extended to more segmented aspects of exfoliation, whitening, and delaying aging ...... This also provides a new path for the breakout of many innovative personal care brands. "Pinpoint" focuses on the sea fennel all-purpose stem cells, seaweed, and other marine ingredients emphasizing the regulation of sebum balance, strengthen the skin barrier differential efficacy.

In the Chinese market, there is no shortage of international giants such as P&G, L'Oreal, and Unilever in the personal care category has long occupied most of the market. In the cosmetics companies ranked in the top 20 cosmetics companies, L'Oreal, P&G, Estee Lauder, Shiseido, and LVMH Group occupy the top 5 respectively. But in the last two years, there are also many innovative Chinese brands seized the opportunity such as Rocking Zoo and Little Dream Garden. They fetch the niche positioning and differentiated to prominence. Some brands established a year or two have completed the leap from 0 to 1.

Pinpoint was launched in August 2021 and belongs to Moody. It focuses on regulating sebum balance and strengthening the skin barrier and contains 30 products such as body lotion, shower gel, and hand cream, etc. Its main selling channels of it are Tmall and JD, the Chinese e-commerce platform, and the price is between $5.8 and $61.

Pinpoint, currently less than a year old has already entered the live streaming of super-head anchor Li Jiaqi. In February this year, its monthly sales on omni-channel exceeded $1.5 million and has created a number of hot-selling products such as Pinpoint Marine Hand Cream, Pinpoint Body Lotion Oceanic Nectarine, and Pinpoint Rainforest Tone-Up Body Cream one after another.

Of course, Pinpoint's high buzz can't be separated from its brand background - incubated by the early team of Moody, the champion color contact lenses brand of its parent company VIM. Moody has achieved many remarkable results in the past three years, such as breaking $30 million in the first year of trading on the Tmall platform. In November last year, it reached over 150 million. In November last year, Moody completed a Series C round of funding of over $150 million, the largest funding round to date for color contacts. By 2021, its transaction size exceeded $104 million.

Moody's sister brand Pinpoint has been online for only 57 days and the cumulative sales volume of its star products, body lotion, and hand cream, reached 5,000+ and 8,500+ respectively on November 1.

Pinpoint defines itself as an "immersive" efficacy personal care brand, and its name: point represents a location or state of self-immersion, pin is the action of finding the state. Its brand concept is "Pin your Point. Enjoy the Moment".

Pinpoint's products are designed in terms of saturation, brightness, and hue with the association colors of a series of scenes so that the colors are not too dull and not too fluorescent. This design also echoes the philosophy of the brand itself.

It is reported that in September 2021, when the brand was first established, the Ocean Series was launched, containing hand cream, body lotion, makeup remover, body wash, etc., a series of products inspired by the ocean. 21 February 2022, "Pinpoint" followed up with the launch of the new Rainforest Series, containing 3 products, including a body tone-up cream, a cleansing mud mask, and applying cream, inspired by the rainforest.

This time, Pinpoint launched the Winnie the Pooh co-branded collection, which again uses the jungle as the background of the products and still emphasizes on immersion care. From this, we can see that the various series of Pinpoint's products have always insisted on combining with nature to give consumers a relaxing and gentle breathing sensation.