Darlie, toothpaste brand of Hawley & Hazel

Darlie, formerly known as Darkie, is the toothpaste brand of Hawley & Hazel Chemical Company. Hawley & Hazel was founded in Shanghai in 1933 and subsequently established in Hong Kong and Taiwan. It was acquired by Colgate-Palmolive in 1985, although the product was not sold by Colgate-Palmolive. Darlie is a derogatory term referring to blacks, mainly used in the United Kingdom, the United States, and Canada. An image of a black-skinned black male with wide eyes and a smile, wearing a top hat, a monocle and a bow, is associated with a bard performance on the Darkie package. Logo design Hawley and Hazel promoted Darkie as an imitation of American bard Al Jolson, inspired by comedian Al Jolson, who was popular for black-faced performances. The marks and logos are inspired by the whiteness of his teeth. After Colgate-Palmolive acquired Hawley & Hazel in 1985, they changed the English name of the toothpaste to “Darlie” because they had a major controversy over the brand. In addition, they changed the image on the package and showed racial ambiguity on the top hat to avoid racial misunderstanding. However, the brand’s Chinese name “black toothpaste” remains unchanged, and Chinese advertising campaigns assure customers that “black toothpaste is still black toothpaste”. The original flavor of Darlie is mint. Other flavors are available for children. Since 1989, darlie toothpaste has a 75% market share in Taiwan, 50% in Singapore, 30% in Malaysia and Hong Kong, and 20% in Thailand. Toothpaste and toothbrush are the main products of darlie. The concept of darlie is healthy white teeth and a pure and fresh atmosphere, so that you can have a confident smile every day. Darlie has different types of toothpaste according to different effects, and also meets the different needs of consumers. More importantly, Darlie’s products are divided into three functions: fresh breath, tooth whitening and child care. Bring a fresh air to your relationships and fully express your freedom. By using Darlie Toothpaste, you will always feel 100% confident to approach the most important people. Together with Darlie, keep your teeth bright white at all times. Darlie Kids Toothpaste is designed for your child’s oral care needs and is safe and gentle.