Although the toothpaste market has changed over the past hundred years, the image of black toothpaste head top hat teeth and smiling has always existed, this toothpaste brand that has accompanied everyone for 80 years, but in the near future to change the original name into history, we will no longer see "black toothpaste" displayed on the shelves.
How did black toothpaste stand for nearly a hundred years? Does the name change at this time mean that the black toothpaste is about to be upgraded, or is it the beginning of the fall of the loss of the old value?
Although the name is "black toothpaste", according to public information, this is a local brand from Shanghai, and the Hollywood Group behind it was established in 1933, and then acquired by the international group Colgate in 1985, becoming a colgate oral care brand, and has been using the name of "black toothpaste" since its inception, and consumers also have a lot of recognition.
Since then, black toothpaste has always had a good market share, and many series launched over the years have also built up a product system for black toothpaste, so that the brand has jumped to the third market share in the market since 2008, and became the first toothpaste brand in China in 2012, and its toothbrush also successfully peaked in the Chinese toothpaste market in 2016.
According to O&O Consulting's 2019-2020 statistics, black toothpaste ranks second in the domestic market, with a sales market share of 9.4%, while sales account for 13.1%, and according to Euromonitor Consulting's 2020 statistics, black toothpaste occupies 17% of the market share in China, and also has a large market share in Singapore and Malaysia.
Yes, although the name is like a foreign brand, but as a native Chinese brand, black toothpaste is currently exported from the inside to the outside in addition to the main domestic market, but its name in China for nearly a hundred years has been complained about by European and American customers in 1989 together with black avatars, and thus changed to DARLIE (Dali) and de-racialized avatars.
However, in China, black toothpaste has always had a high market share by virtue of its good reputation and product quality, and these scenery performances have also been bound together because of the brand name that has not been changed in 88 years, which can be said to have left a deep-rooted impression on Chinese consumers, so the name change in China has received a lot of attention.
According to the new packaging pictures of the black toothpaste officially disclosed, although the iconic gentleman's head is retained, the original DARKIE (black toothpaste) is replaced by DARLIE (good), in addition to the name change, it seems that the rest of the brand design and assets will try their best to continue, but many consumers have commented that they do not recognize it, thinking that the brand value of the name will plummet, or even fall.
Although there are more voices of disapproval in the market, the idea of renaming black toothpaste has long been in 2020. At that time, the George Floyd incident in the United States set off a nationwide storm against racial discrimination, and Colgate responded to the matter, saying that it would fully evaluate its black toothpaste brand, including the brand name, which may contain controversy.
Of course, in addition to the impact of the wave of racial discrimination, with the breakthrough of new brands such as Shuker and Yunnan Baiyao in the traditional toothpaste market, and the initiative to open up new product lines such as mouthwash and tooth powder, black toothpaste is also naturally in the eyes, plus the brand name that has been trending for a hundred years is not new for young people, and it is necessary to change the name of a series of brand renewal projects that began with the rename.
Some insiders said that similar to the brand growth stage of black toothpaste, it is already necessary to break through the traditional advantages and find a comprehensive layout, and upgrading the brand positioning is inevitable. The dental track has great opportunities, and the old brand does not want to be eliminated, so it is necessary to build products around users, improve product strength, respond quickly to demand, and the ultimate purpose is to create an insurmountable brand moat.