Chronology Of

DARLIE
WHAT IS DARLIE?
1930
 Hawley & Hazel used the ingredient from the Bai Yu toothpaste and
they added a flavour of Mentha Spicata into the toothpaste. It is a type
of ingredient from Africa normally will used it to clean their teeth.
Hence, that everyone after brushing their teeth and their mouth can stay
fresh and clean with mint flavour. After that, everyone promotes Darlie
toothpaste vigorously because people at Africa have bright and white
teeth.
But surprisingly, DARLIE is a REPLACED
name of the brand.
 DARKIE
was the original brand name.
Darky, or Darkie, is a derogatory term used
primarily in the United Kingdom, United
States, and Canada, referring to BLACK
PEOPLE.
The packaging featured an image of a wide-eyed,
smiling dark-skinned black male wearing a top
hat, monocle and bow-tie, an image associated
with minstrel shows.
 Hawley and Hazel marketed Darkie as a
parody of an American minstrel performer
Al Jolson,
who became popular for his blackface
performances. The whiteness of his teeth also
inspired the marking and logo.
1933
Darkie toothpaste is brand of Hawley & Hazel
Chemical Company. It was established in
SHANG HAI, CHINA .
1949
Company of Darlie moved to KangDing
Road in Taipei, Taiwan.
It established as the Darkie Industry Co.,
Ltd. At that time, Darkie company already
have much experience on doing toothpaste.
They have operated for about 70 years long
in the market of toothpaste.
1962
In that year, the TTV TV in Taiwan was
launched while their first batch of TV
commercials was the brand of toothpaste,
Darkie.
1973
 After the Chinese Communist Party established
the government. Hawley & Hazel and their family
decided to move to Hong Kong. At that time,
Darkie brand started their another company in
Hong Kong.
1985
The brand of Darkie cooperate with Colgate
company which made in United State. Darkie
brand start their company in United State and
Europe.
However, there is a derogatory to the black
people in United State and Europe country.
Hence, the company decided to change their
name of the brand and packaging it into a
brand new style.
1989
The original flavour of Darlie was mint.
Other flavours are available for children.
Hence Darlie is suitable for everyone in the
world.
Darlie originated held a 75% market share
in
TAIWAN.
 50% in
SINGAPORE
 30 % in
MALAYSIA & HONG KONG
 20% in
And
THAILAND
Speaking of THAILAND……
However, many people
find that the Darkie
toothpaste is
“offensive” yet racist
due to the name of the
brand.
Therefore
 IN

1900
After Colgate-Palmolive acquired Hawley &
Hazel, they issued an apology.The company
officially announced that the name of
“Darkie” have changed the letter from “K” to
“L” which call Darlie .
 However, the Chinese name of the brand,
"黑人牙膏" (in English, "Black Person
Toothpaste"), remains the same, and a
Chinese-language advertising campaign
reassured customers that "Black Person
Toothpaste is still Black Person Toothpaste".
Ever since, Darlie is popular and a genuine
product in world wide.

And it launched numerous products.

Darlie All Shiny White
Charcoal Clean
Darlie Double Action
Toothpaste
Darlie Double
Action Multi Care
Darlie Bunny
Kids Toothpaste
Darlie Easy
Clean Toothbrush
Darlie Slim
Clean Toothbrush
Darlie Charcoal
Spiral Toothbrush
Darlie Cutie
Bunny Toothbrush
(Age 2-5)
And so much more…..
2010
Darlie company decided to take an action to
put the case between Darlie and “White
People” Toothpaste due to plagiarism .
But at last the court judge that White People
company WON due to the company do not
similar to Darlie company and the court
trusted that consumers are able to
differentiate the product of Darlie and White
People.
2012
Recent years would suggest Chinese have a
thing for a bright smile, typified by
widespread obsession over the pearly whites
of Ding Hui – China’s first black, African-
Chinese Olympian.
Chinese sports writers repeatedly celebrated
how Hui’s “sparkling” teeth were simply
magnificent and rarely commented on his
skills at the net.
2016
Darlie company in Malaysia doing a promotion
by cooperate with “Rilakkuma”. In that year, the
consumer who buy a pack which include two
toothpastes, they can get a free “Rilakkuma” mug.
2018
Darlie company in Malaysia doing a promotion
by cooperate with “We Bare Bears”. In that year,
the consumer who buy a pack which include two
toothpastes, they can get a free “We Bare Bears”
mug.
LASTLY
Powering your smile
Made By:

YAP SUET LEE FONG YING JIE LEONG KHAR YEE

THE END.