Darlie
From Wikipedia, the free encyclopedia
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 commonly at the time, and primarily in the Southern United States, 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-American male wearing a top hat and tie. Some have described it as a blackface image. Because of the contrast with very dark skin, it was a common joke that the teeth of persons of African descent were exceptionally white.
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 American male in much the same way the Aunt Jemima trademark character had 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 in Chinese is an inoffensive term for persons of African descent, similar in tone to "black" in American English.
The toothpaste is very popular in Asian countries, including Hong Kong and Taiwan. The toothpaste can be found in Asian retailers in the United States and Canada.
The product is referenced in the 2004 mockumentary C.S.A.: The Confederate States of America.
