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.