Hawley & Hazel has updated the Chinese name of its Darlie Brand to "Haolai". (PHOTO PROVIDED TO CHINA DAILY)

The Hong Kong-headquartered chemical giant Hawley & Hazel today announced a brand initiative for Darlie, the company's oral care brand, in the hope of accelerating its growth in more markets and satisfying more consumers.

The company has updated the Chinese name of its Darlie Brand to "Haolai", which comes from the company's Chinese name and carries the meaning of "good things come with a smile".

This also expresses the company's mission to inspire more positivity in life through smiling.

This also expresses the company’s mission to inspire more positivity in life through smiling

Eddie Niem, managing director of Hawley & Hazel

Alongside the updated name, the brand design of Darlie includes more engaging stylized fonts with emphasis on the signature "twinkle" coming from its iconic logo－a man in a top hat. Products using the new design will gradually reach markets around March 2022.

"We are grateful for the unwavering support we have received from consumers over the years, which has helped us become one of the leading oral care players across markets for the past 80 years," said Eddie Niem, managing director of Hawley& Hazel.

"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."

As part of the initiative, Hawley& Hazel will continuously innovate and upgrade its products and expand its range of oral care product offerings including mouthwash, breath sprays, electric toothbrushes and teeth-whitening strips.

The company is strengthening its commitment toward corporate social responsibility with the brand initiative.

Over several years, it has focused on providing oral health knowledge to teenagers in rural areas and improving their learning environment through donations and public education programs.

Since it was launched in 2007, Darlie's "Oral Health Journey Program" has been providing students with a platform to understand the advanced production of oral care products, and helps them to develop good dental care habits with advice from professionals.

Starting from 2011, the company has held oral care classroom activities on every Love Teeth Day period, in order to raise students' awareness about oral health and popularize oral care knowledge through various engaging approaches.

Jocelyn He, external affair director of Hawley& Hazel, said: "So far, more than 6,000 students in China have benefited from our programs. We will continue to partner with organizations in different markets to support more people in need and bring more confidence and smiles to everyone."

To create a clean, safe and hygienic production environment and a sustainable future, Hawley& Hazel has set out brand's sustainable development goal of using 100 percent recyclable packaging for all its products.

By optimizing product design and collaborating with suppliers, employees, consumers and communities, product life cycle resource consumption is expected to be reduced to a minimum.

"In 2019, we have completed the adoption of polyethylene terephthalate, or PET, instead of polyvinyl chloride, or PVC, for toothpaste packaging. We are also applying certain percentage of post-consumer recycled plastics, changing to paper packaging from plastic packaging and are gradually using recyclable toothpaste tubes certified by Association of Plastic Recyclers. It is estimated that by 2025, our use of plastics can be reduced by 500 metric tons," Wing Kwong Young, director of manufacture of Hawley & Hazel, said.

"Dedicated to bringing positivity and confidence to consumers worldwide, Hawley & Hazel is committed to reviewing and advancing all aspects of its Darlie Brand to cater to consumer needs and the fast-evolving market."

yinruowei@chinadaily.com.cn