[Text/Observer Network Wang Muju] The "black toothpaste", which has been repeatedly questioned for racial discrimination because of the word "black", will change the name of the Chinese.
According to the WeChat public account "Black Toothpaste" on December 14, Hollywood Group released the "Brand Renewal Plan", and its black toothpaste will use the company's founding Chinese name "Hollywood". The company said the name change was to better interpret the brand concept of "goodness comes with a smile".
The updated "DARLIE Hollywood" brand full line of oral care products will be launched around March 2022.
"Black Toothpaste" is a homegrown Chinese brand that dates back to the early last century.
In 1912, Fang Lixian founded the China Chemical Industry Society; in 1922, China's first toothpaste "Samsung" was listed. But soon, the China Chemical Industry Society was hit by Japanese goods. In 1933, the former members of the China Chemical Industry Society, Ningbo native Yan Bolin and Yan Zhongzhong brothers founded Hollywood Medicine (the predecessor of Hollywood Chemical), and called out the toothpaste with the taste of Liulanxiang, named "Black Man", meaning "Black African Face Black Tooth White". The brand not only has an influence on both sides of the Taiwan Straits and three places in China, but also gradually moves abroad.
Billboard for Black Toothpaste in Shanghai in 1948 Image source social media
In 1985, Colgate defeated black toothpaste in the Southeast Asian market and took the initiative to acquire 50% of the shares of Hollywood Chemical for $50 million, and black toothpaste became Colgate's oral care brand. Originally known as "DARKIE" in English, "Black Toothpaste" was renamed "DARLIE" in 1989 after being accused of racial discrimination, and the comic image of black people was treated.
However, his Chinese name has not changed.
After Freud's death, 2020 black toothpaste was once again questioned for "racial discrimination", a screenshot of a Reuters report
In 2020, the sales revenue of enterprises above designated size in China's toothpaste industry will be about 26.5 billion yuan. According to the statistics of O&O Consulting from October 2019 to September 2020, according to the proportion of retail sales, the toothpaste companies in the head are black, Crest, Yunnan Baiyao/Shuke, Lion King, Colgate, ComfortDa/Hao Dental, Namei and Cold Acid.
In addition to "black toothpaste", China also has "black sister toothpaste", "white toothpaste", "green toothpaste" and other brands.
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