Guochao evident in appealing packaging
The guochao movement — a rising tide of consumers appreciative of Chinese cultural elements — is increasingly evident on domestic cosmetics packaging as manufacturers become more attuned to young local consumers’ rising interest in their own culture.
A survey from market research firm KuRunData showed that Shanghai-based skincare brands Pechoin, Inoherb and Judydoll, Guangzhou-based Perfect Diary and Hangzhou-based Florasis are among some of the favorite homegrown cosmetic brands among young people. Their delicate packaging with Chinese ink paintings, calligraphy and other traditional Chinese cultural elements are increasingly appealing to such a demographic.
According to a report by Shenzhen, Guangdong province-based online research consultancy ChinaIRN, by the end of this year, China is expected to sell 9.38 billion units of cosmetic packaging to makeup makers, up nearly 6 percent from the level in 2020.
“Currently, working women make up nearly 70 percent of the total female population in China’s cities. Independent sources of income allow stronger consumption power for women, and nearly half of women consume over one third of their family’s income. There are over 500 million female consumers in China with independent incomes and more consumption opportunities. Female consumption involves a wide range of industries, and the market scale is estimated to be in excess of 10 trillion yuan ($1.6 trillion),” said the report from ChinaIRN.
“The burgeoning development of female consumption demand leads to a series of new consumption trends, offering infinite opportunities for the cosmetics industry, among which cosmetics packaging, as a subcategory, is emerging,” added the report.
Industry experts said that packaging not only contains cosmetics, but also serves the function of attracting consumers to buy the products contained inside. Eye-catching packaging is crucial for a product’s commercial success.
Currently, competition in the cosmetics market is fierce. Consumer demand for cosmetics is not limited to quality. They also demand higher requirements in terms of packaging design.
One of the main trends for cosmetic packaging is traditional Chinese culture. According to a report issued by Beijing-based market consultancy iResearch, Generation Z — those born after 1997 — are becoming a rising consumption force and this demographic is willing to pay for the appearance of products and are fond of keeping up with the latest fashions. Nearly 60 percent of them think fashionable packaging prompts them to buy certain products.
Specifically, Gen Z consumers are increasingly fond of cosmetics made in China and with strong Chinese features, the report said.
Meng Lilian, chief expert at the Sichuan Tianfu Health Industry Research Institute, said: “The cosmetics packaging sector is embracing the guochao movement, which is a result of a Chinese cultural renaissance. The improvement of China’s comprehensive national strength and international status strengthened Chinese people’s cultural confidence.”
Liu Hui, deputy professor at the University of Chinese Academy of Social Sciences, said: “The post1995 generation, who are the main consumption force of domestic cosmetics, no longer worship all things foreign. They increasingly favor high-quality products with Chinese cultural elements.”
To better develop the Chinese culture-themed cosmetic packaging sector, Liu said Chinese brands should center on consumers, and pay attention to quality, simplicity and satisfying consumers’ personalized demands during the process of packaging design.