Colgate Palmolive considers rebrand of Darlie toothpaste amidst Black Lives Matter movement

Colgate Palmolive considers rebrand of Darlie toothpaste amidst Black Lives Matter movement

THE WHAT? Colgate Palmolive is said to be considering a rebrand of its Chinese toothpaste Darlie as a result of the call-to-action for brands to do better amidst the Black Lives Matter movement, according to a report by Reuters.

THE DETAILS Created in collaboration with its joint venture partner Hawley & Hazel, the toothpaste was previously named Darkie, with an image depicting a man in blackface. The name Darlie still translates to ‘black person toothpaste’ in Chinese. 

Talking to Reuters in an email, Colgate Palmolive said, “For more than 35 years, we have been working together to evolve the brand, including substantial changes to the name, logo and packaging. We are currently working with our partner to review and further evolve all aspects of the brand, including the brand name.”

THE WHY? The name change consideration comes amidst a period of intense scrutiny placed on the names and packaging of personal care brands as a consequence of the current Black Lives Matter movement. 

Johnson & Johnson has announced it will end the sale of its Clean & Clear Fairness line, which is available in India, as well as the Neutrogena Fine Fairness range. While consumers are calling for the rebrand or discontinuation of Unilever’s Fair & Lovely line. 

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