Darlie is an oral care brand owned and manufactured by the Hawley & Hazel Company with focus on Asian Markets. The company is headquartered in

Taiwan Taiwan, officially the Republic of China (ROC), is a country in East Asia. The main geography of Taiwan, island of Taiwan, also known as ''Formosa'', lies between the East China Sea, East and South China Seas in the northwestern Pacific Ocea ...

with manufacturing facilities in Songshan District.

History

The brand was launched as Darkie in

Shanghai Shanghai, Shanghainese: , Standard Chinese pronunciation: is a direct-administered municipality and the most populous urban area in China. The city is located on the Chinese shoreline on the southern estuary of the Yangtze River, with the ...

in the 1930s.

Colgate-Palmolive The Colgate-Palmolive Company, commonly known as Colgate-Palmolive, is an American multinational corporation, multinational consumer products company headquartered on Park Avenue in Midtown Manhattan, New York City. The company specializes in ...

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 (ROC),

China China, officially the People's Republic of China (PRC), is a country in East Asia. With population of China, a population exceeding 1.4 billion, it is the list of countries by population (United Nations), second-most populous country after ...

Indonesia Indonesia, officially the Republic of Indonesia, is a country in Southeast Asia and Oceania, between the Indian Ocean, Indian and Pacific Ocean, Pacific oceans. Comprising over List of islands of Indonesia, 17,000 islands, including Sumatra, ...

Malaysia Malaysia is a country in Southeast Asia. Featuring the Tanjung Piai, southernmost point of continental Eurasia, it is a federation, federal constitutional monarchy consisting of States and federal territories of Malaysia, 13 states and thre ...

Singapore Singapore, officially the Republic of Singapore, is an island country and city-state in Southeast Asia. The country's territory comprises one main island, 63 satellite islands and islets, and one outlying islet. It is about one degree ...

Vietnam Vietnam, officially the Socialist Republic of Vietnam (SRV), is a country at the eastern edge of mainland Southeast Asia, with an area of about and a population of over 100 million, making it the world's List of countries and depende ...

and

Thailand Thailand, officially the Kingdom of Thailand and historically known as Siam (the official name until 1939), is a country in Southeast Asia on the Mainland Southeast Asia, Indochinese Peninsula. With a population of almost 66 million, it spa ...

. 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 portmanteau of ''mock'' and ''documentary'') is a type of film or television show depicting fictional events, but presented as a Documentary film, documentary. Mockumentaries are often used to analyze or comment on current event ...

'' 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 referred to as alternative history, allohistory, althist, or simply A.H.) is a subgenre of speculative fiction in which one or more historical events have occurred but are resolved differently than in actual history. As ...

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

Naming

The Chinese name of the brand was , . The English name "'' Darky''," (or "''darkie''"), is a term that can be used as a

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

for

Black people Black is a racial 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 and often additional phenotypical ...

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

blackface Blackface is the practice of performers using burned cork, shoe polish, or theatrical makeup to portray a caricature of black people on stage or in entertainment. Scholarship on the origins or definition of blackface vary with some taking a glo ...

, wearing a

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

monocle A monocle is a type of corrective lens used to correct or enhance the visual perception in only one eye. It consists of a circular lens placed in front of the eye and held in place by the eye socket itself. Often, to avoid losing the monoc ...

, and bow-tie, an image closely associated with

minstrel show The minstrel show, also called minstrelsy, was an American form of theater developed in the early 19th century. The shows were performed by mostly white actors wearing blackface makeup for the purpose of portraying racial stereotypes of Afr ...

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

United States The United States of America (USA), also known as the United States (U.S.) or America, is a country primarily located in North America. It is a federal republic of 50 U.S. state, states and a federal capital district, Washington, D.C. The 48 ...

, 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 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 May 25, 2020, George Floyd, a 46-year-old Black American man, was murdered in Minneapolis by Derek Chauvin, a 44-year-old White police officer. Floyd had been arrested after a store clerk reported that he made a purchase using a c ...

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

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

–

Quaker Oats The Quaker Oats Company, known as Quaker, is an American food conglomerate based in Chicago, Illinois. As Quaker Mill Company, the company was founded in 1877 in Ravenna, Ohio. In 1881, Henry Crowell bought the company and launched a national ad ...

(

Aunt Jemima Aunt Jemima was an American breakfast brand for pancake mix, table syrup, and other breakfast food products. The original version of the pancake mix was developed in 1888–1889 by the Pearl Milling Company and was advertised as the first " ...

) and

Mars, Incorporated Mars, Incorporated (doing business as Mars Inc.) is an American multinational manufacturer of confectionery, pet food, and other food products and a provider of animal care services founded on June 23, 1911, headquartered in McLean, Virgini ...

(

Uncle Ben's Ben's Original, formerly called Uncle Ben's, is an American brand of parboiled rice and other related food products that were introduced by Converted Rice Inc., which is now owned by Mars, Inc. Uncle Ben's rice was first marketed in 1943 and was ...

) for their respective brands. In November 2020, the brand remained on shelves in

Hong Kong Hong Kong)., Legally Hong Kong, China in international treaties and organizations. is a special administrative region of China. With 7.5 million residents in a territory, Hong Kong is the fourth most densely populated region in the wor ...

. 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" ("Hawley / Good things will come") starting in March 2022, aligning it with the subsidiary company's name.

Product and market share

The original flavor of Darlie was mint. Other flavors are available for children. In 1989, 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