{"id":1094,"date":"2021-02-17T01:02:19","date_gmt":"2021-02-17T01:02:19","guid":{"rendered":"http:\/\/www.chinaiplawupdate.com\/?p=1094"},"modified":"2021-03-08T05:03:14","modified_gmt":"2021-03-08T05:03:14","slug":"colgate-palmolive-backsliding-in-rebranding-of-chinas-darlie-black-persons-toothpaste-based-on-recent-trademark-filings","status":"publish","type":"post","link":"https:\/\/www.chinaiplawupdate.com\/2021\/02\/colgate-palmolive-backsliding-in-rebranding-of-chinas-darlie-black-persons-toothpaste-based-on-recent-trademark-filings\/","title":{"rendered":"Colgate-Palmolive Not Rebranding China’s Darlie\/Black Person’s Toothpaste Based on Recent Trademark Filings?"},"content":{"rendered":"<p>In June 2020, in light of the Black Lives Matter movement, Colgate Palmolive <a href=\"https:\/\/www.cnn.com\/2020\/06\/19\/business\/colgate-darlie-toothpaste-intl-hnk\/index.html\">announced<\/a> they would consider rebranding (“evolve”) Darlie (previously Darkie) toothpaste which is known in Chinese as \u9ed1\u4eba\u7259\u818f (Black Person’s Toothpaste).\u00a0 The rebranding looked liked it was going ahead based on <a href=\"https:\/\/www.chinaiplawupdate.com\/2020\/08\/chinas-black-peoples-toothpaste-darlie-to-be-renamed-hymula\/\">Chinese trademark filings made by Colgate affiliate \u597d\u7ef4\u80a1\u4efd\u6709\u9650\u516c\u53f8 (Hawley and Hazel (BVI) Co. Ltd.) in June 2020 for \u536b\u89c9\u516c\u5f0f and HYMULA<\/a>.\u00a0 However, since then Hawley has continued to file marks for Black Person and variants that many would consider offensive, such as for \u5c0f\u9ed1\u4eba (Black Youth or Small\/Young Black Person) filed in February 2021 as application number 53502670 in class 32. <!--more--><\/p>\n<table style=\"border-collapse: collapse; width: 100%;\">\n<tbody>\n<tr>\n<td style=\"width: 50%;\">\n<figure id=\"attachment_647\" aria-describedby=\"caption-attachment-647\" style=\"width: 360px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-647\" src=\"http:\/\/www.chinaiplawupdate.com\/wp-content\/uploads\/2020\/08\/Darlie.jpg\" alt=\"\" width=\"360\" height=\"708\" srcset=\"https:\/\/www.chinaiplawupdate.com\/wp-content\/uploads\/2020\/08\/Darlie.jpg 360w, https:\/\/www.chinaiplawupdate.com\/wp-content\/uploads\/2020\/08\/Darlie-153x300.jpg 153w\" sizes=\"(max-width: 360px) 85vw, 360px\" \/><figcaption id=\"caption-attachment-647\" class=\"wp-caption-text\">Current registered Chinese TM 3551789 for Darlie toothpaste.<\/figcaption><\/figure>\n<\/td>\n<td style=\"width: 50%;\">\n<figure id=\"attachment_646\" aria-describedby=\"caption-attachment-646\" style=\"width: 141px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-646\" src=\"http:\/\/www.chinaiplawupdate.com\/wp-content\/uploads\/2020\/08\/Darkie_Toothpaste.jpg\" alt=\"\" width=\"141\" height=\"587\" srcset=\"https:\/\/www.chinaiplawupdate.com\/wp-content\/uploads\/2020\/08\/Darkie_Toothpaste.jpg 141w, https:\/\/www.chinaiplawupdate.com\/wp-content\/uploads\/2020\/08\/Darkie_Toothpaste-72x300.jpg 72w\" sizes=\"(max-width: 141px) 85vw, 141px\" \/><figcaption id=\"caption-attachment-646\" class=\"wp-caption-text\">Thai version of Darkie Toothpaste from 1988.<\/figcaption><\/figure>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>Since the filings of the potential rebranding trademarks, Hawley has filed trademarks for \u5c0f\u9ed1\u4eba (Black Youth) in Class 32, \u9ed1\u4eba (Black Person) in Classes\u00a0 1, 6, 9, 10, 11, 14, 27 and 34; DARLIE \u4e13\u7814 (Specialized) in class 3; and DARLIE \u8d85\u767d (Super White) in class 3.\u00a0 \u00a0There may be additional relevant trademarks filed that are not yet public.\u00a0 In contrast, the potential rebranding trademarks were only filed in classes 3, 5, and 21.<\/p>\n<p>The potential rebranding marks were published for opposition and are to go into effect February 21, 2021.\u00a0 Accordingly, Hawley may just be waiting for the marks to grant before going ahead with rebranding. That said, if a rebranding was truly in process, it is unclear why Hawley would proceed with additional trademark filings based on variations of the original trademark and in so many classes versus only three for the new trademark (i.e., 3 for HYMULA versus 8 for Black Person).\u00a0 The potential rebranding marks may actually be for a new product line instead.<\/p>\n<p>In the meantime, Darlie continues to be sold in China and even in the U.S. via <a href=\"https:\/\/www.amazon.com\/s?k=darlie&ref=nb_sb_noss_2\">Amazon<\/a> and other sellers.<\/p>\n<p>The potential rebranding of Darlie toothpaste follows a wave of announcements of U.S. rebrandings of offensive consumer products including <a href=\"https:\/\/www.nytimes.com\/2020\/06\/17\/business\/media\/aunt-jemima-racial-stereotype.html\">Aunt Jemima<\/a>\u00a0pancake mix and syrup and\u00a0<a href=\"https:\/\/www.cnn.com\/2020\/06\/17\/business\/uncle-bens-rice-racist\/index.html\">Uncle Ben\u2019s<\/a>\u00a0rice.<\/p>\n<p>The South China Morning Post has a good history of the Darlie brand\u00a0<a href=\"https:\/\/www.scmp.com\/lifestyle\/health-wellness\/article\/2176817\/how-darkie-now-darlie-became-east-asias-favourite\">here<\/a>.<\/p>\n<figure id=\"attachment_1098\" aria-describedby=\"caption-attachment-1098\" style=\"width: 840px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-large wp-image-1098\" src=\"http:\/\/www.chinaiplawupdate.com\/wp-content\/uploads\/2020\/08\/ListofMarks-859x1024.jpg\" alt=\"\" width=\"840\" height=\"1001\" srcset=\"https:\/\/www.chinaiplawupdate.com\/wp-content\/uploads\/2020\/08\/ListofMarks-859x1024.jpg 859w, https:\/\/www.chinaiplawupdate.com\/wp-content\/uploads\/2020\/08\/ListofMarks-252x300.jpg 252w, https:\/\/www.chinaiplawupdate.com\/wp-content\/uploads\/2020\/08\/ListofMarks-768x916.jpg 768w, https:\/\/www.chinaiplawupdate.com\/wp-content\/uploads\/2020\/08\/ListofMarks.jpg 920w\" sizes=\"(max-width: 709px) 85vw, (max-width: 909px) 67vw, (max-width: 1362px) 62vw, 840px\" \/><figcaption id=\"caption-attachment-1098\" class=\"wp-caption-text\">List of Chinese Trademarks Filed For After Filing for Potential Rebranding Marks<\/figcaption><\/figure>\n","protected":false},"excerpt":{"rendered":"<p class=\"excerpt\">In June 2020, in light of the Black Lives Matter movement, Colgate Palmolive announced they would consider rebranding (“evolve”) Darlie (previously Darkie) toothpaste which is known in Chinese as \u9ed1\u4eba\u7259\u818f (Black Person’s Toothpaste).\u00a0 The rebranding looked liked it was going ahead based on Chinese trademark filings made by Colgate affiliate \u597d\u7ef4\u80a1\u4efd\u6709\u9650\u516c\u53f8 (Hawley and Hazel (BVI) Co. Ltd.) in June 2020 for \u536b\u89c9\u516c\u5f0f and HYMULA.\u00a0 However, since then Hawley has continued to file marks for Black Person and variants that many …<\/p>\n<p class=\"more-link\"><a href=\"https:\/\/www.chinaiplawupdate.com\/2021\/02\/colgate-palmolive-backsliding-in-rebranding-of-chinas-darlie-black-persons-toothpaste-based-on-recent-trademark-filings\/\" class=\"button\">Continue Reading<\/a><\/p>","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[],"coauthors":[22],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Colgate-Palmolive Not Rebranding China's Darlie\/Black Person's Toothpaste Based on Recent Trademark Filings? - China IP Law Update<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.chinaiplawupdate.com\/2021\/02\/colgate-palmolive-backsliding-in-rebranding-of-chinas-darlie-black-persons-toothpaste-based-on-recent-trademark-filings\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Colgate-Palmolive Not Rebranding China's Darlie\/Black Person's Toothpaste Based on Recent Trademark Filings? - China IP Law Update\" \/>\n<meta property=\"og:description\" content=\"In June 2020, in light of the Black Lives Matter movement, Colgate Palmolive announced they would consider rebranding (“evolve”) Darlie (previously Darkie) toothpaste which is known in Chinese as \u9ed1\u4eba\u7259\u818f (Black Person’s Toothpaste).\u00a0 The rebranding looked liked it was going ahead based on Chinese trademark filings made by Colgate affiliate \u597d\u7ef4\u80a1\u4efd\u6709\u9650\u516c\u53f8 (Hawley and Hazel (BVI) Co. 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