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Colgate’s ‘Black Person Toothpaste’—A Market Leader In China—Is Under Review Amid Race Debate

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Updated Jun 19, 2020, 02:11pm EDT

TOPLINE

Colgate has announced a review of top-selling Chinese toothpaste brand Darlie, whose name translates to “black person toothpaste,” after several other high-profile brands announced they would reassess racial stereotyping in their products earlier in the week.

KEY FACTS

A Colgate spokesperson told Reuters on Thursday that it is currently working with venture partner, Hawley & Hazel, “to review and further evolve all aspects of the brand, including the name.” 

Colgate purchased 50% of the toothpaste brand, originally named Darkie, for $50 million in 1985 from Hong-Kong based Hawley and Hazel. 

Though Colgate says it has evolved the brand over the years, Darlie’s name and logo—which once featured a smiling man in blackface—continue to draw criticism for uses of racial imagery.

Darlie controls 17% of the toothpaste market in China, 45% in Taiwan, 28% in Malaysia and 21% in Singapore.

Colgate’s statement follows a Wednesday morning announcement from PepsiCo that it would rebrand the 130-year-old Aunt Jemima syrup brand, which prompted three other food brands—Uncle Ben’s Rice, Mrs. Butterworth’s syrup and Cream of Wheat cereal—to initiate reviews of their racial origins. 

Key Background

Public pressure for brands to address racism has mounted amid weeks of global protests following the May 25 death of George Floyd. Calls to end racism and increase accountability have sparked a reckoning in the business world, leading a number of CEOs to step down from their positions after accusations of racism and major companies to show support for the movement through donations, pledges or the declaration of Juneteenth (which celebrates the end of slavery) as a national holiday.

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