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 Hong Kong ( (US) or (UK); , ), officially the Hong Kong Special Administrative Region of the People's Republic of China (abbr. Hong Kong SAR or HKSAR), is a city and special administrative region of China on the eastern Pearl River Delta i ...

with manufacturing facilities in

Zhongshan Zhongshan (; ) is a prefecture-level city in the south of the Pearl River Delta in Guangdong province, China. As of the 2020 census, the whole city with 4,418,060 inhabitants is now part of the Guangzhou–Shenzhen conurbation with 65,565,622 ...

. The name, logo, and brand-mascot of the company have been the subject of ongoing controversy regarding racial stereotyping.

History

The brand was launched as Darkie in

Shanghai Shanghai (; , , Standard Mandarin pronunciation: ) is one of the four direct-administered municipalities of the People's Republic of China (PRC). The city is located on the southern estuary of the Yangtze River, with the Huangpu River flowin ...

in the 1930s.

Colgate-Palmolive Colgate-Palmolive Company is an American multinational consumer products company headquartered on Park Avenue in Midtown Manhattan, New York City. The company specializes in the production, distribution, and provision of household, health ca ...

acquired 50% equity in Hawley & Hazel in 1985. After the entry of Colgate-Palmolive, the brand continued to be sold in several Asian countries, including

Taiwan Taiwan, officially the Republic of China (ROC), is a country in East Asia, at the junction of the East and South China Seas in the northwestern Pacific Ocean, with the People's Republic of China (PRC) to the northwest, Japan to the northe ...

, China,

Indonesia Indonesia, officially the Republic of Indonesia, is a country in Southeast Asia and Oceania between the Indian and Pacific oceans. It consists of over 17,000 islands, including Sumatra, Java, Sulawesi, and parts of Borneo and New Guine ...

Malaysia Malaysia ( ; ) is a country in Southeast Asia. The federation, federal constitutional monarchy consists of States and federal territories of Malaysia, thirteen states and three federal territories, separated by the South China Sea into two r ...

Singapore Singapore (), officially the Republic of Singapore, is a sovereign island country and city-state in maritime Southeast Asia. It lies about one degree of latitude () north of the equator, off the southern tip of the Malay Peninsula, borde ...

Vietnam Vietnam or Viet Nam ( vi, Việt Nam, ), officially the Socialist Republic of Vietnam,., group="n" is a country in Southeast Asia, at the eastern edge of mainland Southeast Asia, with an area of and population of 96 million, making it ...

and

Thailand Thailand ( ), historically known as Siam () and officially the Kingdom of Thailand, is a country in Southeast Asia, located at the centre of the Indochinese Peninsula, spanning , with a population of almost 70 million. The country is b ...

. Colgate-Palmolive announced the brand would not be sold outside of Asia. 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 A mockumentary (a blend of ''mock'' and ''documentary''), fake documentary or docu-comedy is a type of film or television show depicting fictional events but presented as a documentary. These productions are often used to analyze or comment on ...

'' C.S.A.: The Confederate States of America''. It was depicted as a fictional brand that is popular in the

alternative history Alternate history (also alternative history, althist, AH) is a genre of speculative fiction of stories in which one or more historical events occur and are resolved differently than in real life. As conjecture based upon historical fact, alter ...

of the film; the final credits reveal that it, along with most of the other brands advertised, were at one time genuine products. 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.

Naming

Hawley & Hazel marketed Darkie toothpaste using a parody of American minstrel performer

Al Jolson Al Jolson (born Eizer Yoelson; June 9, 1886 – October 23, 1950) was a Lithuanian-American Jewish singer, comedian, actor, and vaudevillian. He was one of the United States' most famous and highest-paid stars of the 1920s, and was self-billed ...

(who had become popular for his

blackface Blackface is a form of theatrical makeup used predominantly by non-Black people, Black people to portray a caricature of a Black person. In the United States, the practice became common during the 19th century and contributed to the spread of ...

performances), as its logo and brand identification. "'' Darky''," (or "''darkie''"), is a term that can be used as an

ethnic slur The following is a list of ethnic slurs or ethnophaulisms or ethnic epithets that are, or have been, used as insinuations or allegations about members of a given ethnicity or racial group or to refer to them in a derogatory, pejorative, or ot ...

for

black people Black is a racialized classification of people, usually a political and skin color-based category for specific populations with a mid to dark brown complexion. Not all people considered "black" have dark skin; in certain countries, often ...

. The packaging featured an image of a wide-eyed white man in

, wearing a

top hat A top hat (also called a high hat, a cylinder hat, or, informally, a topper) is a tall, flat-crowned hat for men traditionally associated with formal wear in Western dress codes, meaning white tie, morning dress, or frock coat. Traditionally m ...

, monocle, and bow-tie, an image closely associated with

minstrel show The minstrel show, also called minstrelsy, was an American form of racist theatrical entertainment developed in the early 19th century. Each show consisted of comic skits, variety acts, dancing, and music performances that depicted people spe ...

In 1985, when Colgate-Palmolive acquired 50% of Hawley & Hazel, controversy erupted over the brand in the

United States The United States of America (U.S.A. or USA), commonly known as the United States (U.S. or US) or America, is a country primarily located in North America. It consists of 50 U.S. state, states, a Washington, D.C., federal district, five ma ...

, 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. 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". On June 19, 2020, following the

murder of George Floyd On , George Floyd, a 46-year-old black man, was murdered in the U.S. city of Minneapolis by Derek Chauvin, a 44-year-old white police officer. Floyd had been arrested on suspicion of using a counterfeit $20 bill. Chauvin knelt on Floyd's n ...

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. At the time of the announcement, the

Chinese name Chinese names or Chinese personal names are names used by individuals from Greater China and other parts of the Chinese-speaking world throughout East and Southeast Asia (ESEA). In addition, many names used in Japan, Korea and Vietnam are oft ...

of Darlie was unchanged (still "黑人牙膏"). The announcement followed similar announcements made by

PepsiCo PepsiCo, Inc. is an American multinational food, snack, and beverage corporation headquartered in Harrison, New York, in the hamlet of Purchase. PepsiCo's business encompasses all aspects of the food and beverage market. It oversees the man ...

–

Quaker Oats The Quaker Oats Company, known as Quaker, is an American food conglomerate based in Chicago. It has been owned by PepsiCo since 2001. History Precursor miller companies In the 1850s, Ferdinand Schumacher and Robert Stuart founded oat mills. S ...

(

Aunt Jemima Pearl Milling Company (formerly known as Aunt Jemima from 1889 to 2021) is an American breakfast brand for pancake mix, syrup, and other breakfast food products. The original version of the pancake mix for the brand was developed in 1888–18 ...

) and

Mars, Incorporated Mars, Incorporated is an American multinational manufacturer of confectionery, pet food, and other food products and a provider of animal care services, with US$40 billion in annual sales in 2021. Mars was ranked as the fourth-largest priv ...

( Uncle Ben's) for their respective brands. In November 2020, the blackface imagery of the brand remained unchanged.

Product and market share

The original flavor of Darlie was mint. Other flavors are available for children. , the toothpaste held a 75% market share in

, 50% in

, 30% in

and

and 20% in

. 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.

Notes

References

External links