Darlie updates Chinese name and logo while retaining English brand

Hawley & Hazel will change the Chinese name of the Darlie brand and align it with the former's Chinese name. The change will take place in March 2022. The English name and logo, however, will remain unchanged.

Darlie's current name in Chinese (黑人牙膏) will change to "Haolai" (好來) which echoes Hawley & Hazel's Chinese name. The company said the change exemplifies Darlie's brand belief of "Good Things Come with a Smile". The belief conveys the company's mission to spread confidence with more smiles. Alongside the updated name, Darlie's brand assets will now include more engaging and modern stylised fonts and highlight the signature Darlie smile. Products using the new brand assets will gradually reach markets around March 2022.

The company said the rename is aimed at elevating Darlie's brand purpose to better reflect the company's values and meet the ever changing needs of more consumers. In addition, it hopes to build a stronger oral care brand and provide a comprehensive range of oral care products.

Meanwhile, apart from toothpaste and toothbrushes, Hawley & Hazel will continue to expand its product range while refreshing existing core product offerings to incorporate new technology and designs. Also, it will develop more specialised and personalised oral care solutions to cater to diverse consumer needs across more markets.

"Leveraging our strong foundations, we will develop a wider range of high-quality, effective oral care products to fulfill more consumers' needs. As we grow our business and expand into new markets, we want to inspire more people to express themselves and spread positivity through a confident and genuine smile," said Eddie Niem, managing director of Hawley & Hazel.

When it comes to sustainability, Hawley & Hazel has set a five-year plan to realise the brand's sustainable development goal of adopting 100% recyclable packaging for all of its products. The company added that by optimising product design and collaborating with suppliers, employees, consumers and communities, product life-cycle resource consumption will be reduced to a minimum.

Meanwhile, in China, the company will build on its support for local communities' oral health education programmes, including the "Oral Health Journey Programme" and "Love Teeth Day Programme". Niem added, "Hawley & Hazel is dedicated to bringing positivity and confidence to consumers worldwide and, as always, will continue to evolve our brands, products and services to meet the needs of our customers and consumers."

Headquartered in Hong Kong Hawley & Hazel has operations in Greater China and Southeast Asia. The oral care products are marketed under the name of Darlie.

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