Darlie

A tube of Darlie Toothpaste, showing the modern logo

Darlie (Traditional Chinese: 黑人 hēirén, or "black man") is a toothpaste brand of the Hong Kong based company Hawley & Hazel. It was bought in 1985 by the US corporation Colgate-Palmolive. At that time the original name was "Darkie". Darky, or darkie, is a racist term used primarily in the Northern United States and Britain to refer to black people. The package featured an image said to have been inspired by an Al Jolson performance, that of a wide-eyed, smiling dark-skinned African male wearing a top hat and tie. Because of the contrast with very dark skin, it was a common perception that the teeth of people of African descent were exceptionally white.

The evolution of Darkie/Darlie Toothpaste

Due to changing sensibilities regarding race and racism and efforts by certain interest groups, blatantly racist branding practices, common in earlier decades, began to end in the 1950s. In much the same way the tobacco brand name Nigger Hair had become Bigger Hare, the name of the toothpaste was changed in English markets to "Darlie" after the 1985 merger. Along with the name change, the image on the packaging was altered to reflect a less stereotypical, more contemporary African male in much the same way the Aunt Jemima trademark character has evolved over time. However, the Chinese name of the brand, "黑人牙膏" (in English, "Black Man Toothpaste"), has not changed; a Chinese-language advertising campaign reassured customers that "Black Man Toothpaste is still Black Man Toothpaste". The phrase 黑人(hēirén) in Chinese is a term for persons of African descent.

The toothpaste is very popular in some Asian countries, including Hong Kong, Thailand and Taiwan. The toothpaste can be found in Asian retailers in North America and Western Europe.

The product is referenced in the 2004 mockumentary C.S.A.: The Confederate States of America.

See also

• List of toothpaste brands
• Blackface
• Mouth Jazz Toothpaste
• Darlie TV Commercial

References

• "Darkie Toothpaste" Blackens Colgate's Reputation
• Toothpaste world

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