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Product type | Oral hygiene |
---|---|
Owner | Hawley & Hazel |
Produced by | Hawley & Hazel |
Country |
Republic of China (1933–) Hong Kong (1973–) |
Introduced | 7 December 1933 |
Markets | Southeast Asia |
Website |
www |
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.
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]
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 an 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]
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]
The original flavor of Darlie was mint. Other flavors are available for children. [13]
As of 1989 [update], 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]
![]() | |
Product type | Oral hygiene |
---|---|
Owner | Hawley & Hazel |
Produced by | Hawley & Hazel |
Country |
Republic of China (1933–) Hong Kong (1973–) |
Introduced | 7 December 1933 |
Markets | Southeast Asia |
Website |
www |
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.
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]
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 an 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]
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]
The original flavor of Darlie was mint. Other flavors are available for children. [13]
As of 1989 [update], 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]