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Darlie

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Darlie
Product typeOral hygiene
OwnerHawley & Hazel
Produced byHawley & Hazel
CountryRepublic of China (1933–)
Hong Kong (1973–)
Introduced7 December 1933; 90 years ago (1933-12-07)
MarketsSoutheast Asia
Websitewww.darlie.com Edit this at Wikidata

Darlie (originally known as Darkie) is an oral care brand owned and manufactured by the Hawley & Hazel Company with focus on Chinese and Southeast Asian markets. The company is headquartered in Hong Kong with manufacturing facilities in Zhongshan. The name, logo, and brand-mascot of the company had been the subject of controversy regarding racial stereotyping.

History

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Darkie toothpaste packaging from Thailand in 1988

The brand was launched as Darkie in Shanghai in the 1930s.[1] Colgate-Palmolive acquired 50% equity in Hawley & Hazel in 1985.[2] After the entry of Colgate-Palmolive, the brand continued to be sold in several Asian countries, including Taiwan (ROC), China, Indonesia, Malaysia, Singapore, Vietnam and Thailand.[a] Colgate-Palmolive announced the brand would not be sold outside of Asia.[3] Darkie experienced an increase in popularity and notoriety in 2004 after the toothpaste, along with other racially-charged name brands, were featured in mock-advertisements contained in the mockumentary C.S.A.: The Confederate States of America.[citation needed] It was depicted as a fictional brand that is popular in the alternative history of the film; the final credits reveal that it, along with most of the other brands advertised, were at one time genuine products.[4]

Naming

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Hawley & Hazel marketed Darkie toothpaste using a parody of American minstrel performer Al Jolson (who had become popular for his blackface performances), as its logo and brand identification.[b] "Darky," (or "darkie"), is a term that can be used as a racial slur for Black people. The packaging featured an image of a wide-eyed white man in blackface, wearing a top hat, monocle, and bow-tie, an image closely associated with minstrel shows.[citation needed]

Singer Al Jolson inspired the "Darkie" logo design

In 1985, when Colgate-Palmolive acquired 50% of Hawley & Hazel, controversy erupted over the brand in the United States, to which Colgate-Palmolive CEO Ruben Mark responded by issuing an apology. He changed the English name of the toothpaste to "Darlie" in 1989, and altered the image on the packaging to show a racially ambiguous face in a top hat.[5] The Chinese name of the brand, "黑人牙膏" (English: "Black Person Toothpaste"), however, remained the same and a Chinese-language advertising campaign reassured customers that "Black Person Toothpaste is still Black Person Toothpaste".[6]

On June 19, 2020, following the murder of George Floyd and subsequent protests, Colgate-Palmolive announced it would work with Hawley & Hazel "...to review and further evolve all aspects" of the Darlie brand, including the brand name.[7] At the time of the announcement, the Chinese name of Darlie was unchanged (still "黑人牙膏"). The announcement followed similar announcements made by PepsiCo–Quaker Oats (Aunt Jemima) and Mars, Incorporated (Uncle Ben's) for their respective brands. In November 2020, the brand remained on shelves in Hong Kong.[8]

On December 14, 2021, Hawley & Hazel announced the Chinese name of the brand will be changed from "黑人牙膏" ("Black Person Toothpaste") to "好來" ("Haolai") starting in March 2022, aligning it with the subsidiary company's name.[9][10][11][12]

Product and market share

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The original flavor of Darlie was mint. Other flavors are available for children.[13]

As of 1989, the toothpaste held a 75% market share in Taiwan, 50% in Singapore, 30% in Malaysia and Hong Kong and 20% in Thailand.[14] As of late 2018, Darlie is one of the bestselling toothpaste brands in its target market areas, with market shares ranging from 10 to 30 percent.[15]

See also

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Notes

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  1. ^ The "Darkie" brand and logo are not considered offensive in these countries.
  2. ^ The whiteness of Jolson's teeth inspired the brand name and logo.

References

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  1. ^ "HKGCC - Hong Kong Business Directory". www.chamber.org.hk. Retrieved 2021-08-26.
  2. ^ "Investegate |Colgate-Palmolive Co Announcements | Colgate-Palmolive Co: Colgate Announces Acquisition of GABA Holding AG". www.investegate.co.uk. Retrieved 2021-08-26.
  3. ^ "'Darkie' toothpaste puts company in a squeeze". Baltimore Afro-American. 1986-03-01. Retrieved 2015-12-04 – via Google.
  4. ^ McCarthy, Todd (2004-03-09). "Review: 'C.S.A.: The Confederate States of America'". Variety. Retrieved 2013-10-29.
  5. ^ "Darkie Drops Offensive Name and Logo". Straits Times. 1989-01-29. p. 6. Archived from the original (JPEG) on 2015-12-04.
  6. ^ hkcfphobia (2007-08-01). "【HKTVC】Darlie 黑人牙膏 1990/20sec". YouTube. Archived from the original on 2021-12-21. Retrieved 2013-10-29.
  7. ^ Shakib, Delara (June 19, 2020). "Colgate-Palmolive to Review Product's Name That Translates to 'Black People Toothpaste'". NBC News. Retrieved June 20, 2020.
  8. ^ Grundy, Tom (November 27, 2020). "Darlie Toothpaste Remains on Shelves Five Months After Colgate Vowed to Rethink 'Racist' Brand". Hong Kong Free Press. Retrieved November 27, 2020.
  9. ^ "【黑人牙膏】 黑人牙膏不再？ 品牌改用「 DARLIE 好來」 紳士頭像不變 - 香港經濟日報 - 即時新聞頻道 - 商業". inews.hket.com. Retrieved 14 December 2021.
  10. ^ Yuen, Simon (December 14, 2021). "Darlie updates Chinese name and logo while retaining English brand". Marketing Interactive. Retrieved September 8, 2022.
  11. ^ Hazel, Hawley & (14 December 2021). "Hawley & Hazel Introduces New Brand Initiative to Uplift Brand Value and Capture New Growth Opportunities in the Oral Care Category". www.prnewswire.com. Retrieved 14 December 2021.
  12. ^ "88年歷史「黑人牙膏」將消失！母公司宣布明年3月更名 | 聯合新聞網：最懂你的新聞網站". 聯合新聞網 (in Chinese). 2021-12-14. Retrieved 14 December 2021.
  13. ^ http🖉"Darlie Hong Kong | Toothpastes, Toothbrushes & Oral Care Tips". Darlie Hong Kong Official Page.
  14. ^ Whiting, Kenneth L. (1989-04-17). "Darkie Toothpaste Changes Name". Singapore. Associated Press. Archived from the original on 2013-10-30. Retrieved 2013-10-29.
  15. ^ Christopher DeWolf (2018-12-10). "How Darkie, now Darlie, became East Asia's favourite toothpaste despite its blackface branding". South China Morning Post.
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