Darlie
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Product type | Oral hygiene |
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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.
History
[edit]![](https://upload.wikimedia.org/wikipedia/en/d/d7/Darkie_Toothpaste.jpg)
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
[edit]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]
![](https://upload.wikimedia.org/wikipedia/commons/thumb/0/08/Al_Jolson.jpg/130px-Al_Jolson.jpg)
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, "
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 "
On December 14, 2021, Hawley & Hazel announced the Chinese name of the brand will be changed from "
Product and market share
[edit]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]
See also
[edit]- Chocolate-coated marshmallow treats, which in many languages are named with words akin to "darky"
- Commercial products using the word "nigger"
- List of toothpaste brands
- Index of oral health and dental articles
Notes
[edit]References
[edit]- ^ "HKGCC - Hong Kong Business Directory". www.chamber.org.hk. Retrieved 2021-08-26.
- ^ "Investegate |Colgate-Palmolive Co Announcements | Colgate-Palmolive Co: Colgate Announces Acquisition of GABA Holding AG". www.investegate.co.uk. Retrieved 2021-08-26.
- ^ "'Darkie' toothpaste puts company in a squeeze". Baltimore Afro-American. 1986-03-01. Retrieved 2015-12-04 – via Google.
- ^ McCarthy, Todd (2004-03-09). "Review: 'C.S.A.: The Confederate States of America'". Variety. Retrieved 2013-10-29.
- ^ "Darkie Drops Offensive Name and Logo". Straits Times. 1989-01-29. p. 6. Archived from the original (JPEG) on 2015-12-04.
- ^ 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. - ^ Shakib, Delara (June 19, 2020). "Colgate-Palmolive to Review Product's Name That Translates to 'Black People Toothpaste'". NBC News. Retrieved June 20, 2020.
- ^ 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.
- ^ "【
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. - ^ Yuen, Simon (December 14, 2021). "Darlie updates Chinese name and logo while retaining English brand". Marketing Interactive. Retrieved September 8, 2022.
- ^ 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.
- ^ "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. - ^ http🖉"Darlie Hong Kong | Toothpastes, Toothbrushes & Oral Care Tips". Darlie Hong Kong Official Page.
- ^ 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.
- ^ Christopher DeWolf (2018-12-10). "How Darkie, now Darlie, became East Asia's favourite toothpaste despite its blackface branding". South China Morning Post.