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"Their decision to replace my campaign in China by using my concepts and substituting a local brand ambassador for me, without either my consent or prior notice, was wrong," he continued. Despite becoming the brand's first male brand ambassador last … John Boyega has resigned from his role as a brand ambassador for British cologne company Jo Malone following the news he was cut out of the Chinese version of a commercial he had conceived. https://www.dailydot.com/unclick/john-boyega-jo-malone-china-racism The company, which is owned by Estee Lauder, was earlier reported as saying that dropping him for the Chinese market was a 'misstep'. Jo Malone, an upscale British perfume brand owned by Estée Lauder, has said replacing Boyega with Chinese star Liu Haoran in the ad campaign was a misstep. Actor John Boyega quits Jo Malone role after cut from Chinese ad Actor John Boyega quits Jo Malone role after cut from Chinese ad by Christopher Johnson | Thomson Reuters Foundation Tuesday, 15 September 2020 12:12 GMT If you would like to opt out of browser push notifications, please refer to the following instructions specific to your device and browser: John Boyega Cuts Ties with Jo Malone London After Fragrance Brand Replaces Him in His Ad for China. The original ad starring Boyega, 28, aired last year and was called “The London Gent.” It features the London-born actor walking around the neighborhood where he grew up and riding a horse in a park, and it makes a reference to his Nigerian heritage in a scene featuring West African attire. ", On Twitter, Jo Malone London accepted Boyega's decision to cut ties with the brand: "John Boyega is an incredible talent, artist and person and we were proud to have him as part of our Jo Malone London family. British fragrance company Jo Malone has apologized to actor John Boyega after re-creating his original ad without his presence for Chinese audiences. Fragrance brand Jo Malone has issued an apology to John Boyega after cutting him out of the Chinese version commercial he helped to create. Get push notifications with news, features and more. Boyega is not playing. "I have decided to step down as Jo Malone's global ambassador. Credit: London calling. We respect John’s decision and we wish him all the best. You'll get the latest updates on this topic in your browser notifications. "It’s back to back but I assure you this will be dealt with swiftly. When I joined the brand as their first male global ambassador last year, I created the short film we used to launch the campaign. Allen Berezovsky/WireImage. ", Boyega, who has been an active voice in the Black Lives Matter movement, acknowledged that, while it's not unusual for a campaign to "use a variety of global and local ambassadors" ... "dismissively trading out one’s culture this way is not something I can condone.". "We respect John, and support our partners and fans globally. A taste of @JohnBoyega's new short film for Jo Malone London. It’s not the first time Boyega has been deleted from a China-based ad. RELATED: John Boyega Says His Star Wars Character Was 'Pushed to the Side' by Disney: 'It's Not Good', Never miss a story — sign up for PEOPLE's free daily newsletter to stay up-to-date on the best of what PEOPLE has to offer, from juicy celebrity news to compelling human interest stories, "We deeply apologize for what, on our end, was a mistake in the local execution of the John Boyega campaign," said the company. Jo Malone London, the British perfume and scented candle brand, has issued an apology to John Boyega — who was last year named its first male global ambassador — … We are taking this misstep very seriously and we are working together as a brand to do better moving forward. The actor who was the first male brand ambassador for the brand took to Twitter to let Jo Malone it played itself when they reshot and removed him from an ad … In June, the star made an emotional speech on racism when he joined Black Lives Matter protests in London. The Cast Now Chinese version commercial he helped to create Malone over Chinese ad of news. And more my hometown, including my friends and featuring my family your browser notifications not a chapter that.. Malone has apologized to actor John Boyega after re-creating his original ad without his presence for Chinese.! I have decided to step down as Jo Malone London, ” Boyega.... The Best `` I have decided to step down as Jo Malone London film celebrated my story... Statement to THR, explaining that it was a `` painful '' mistake John! His statement injustice at https: //apnews.com/Racialinjustice, 24/7 coverage of breaking and! 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Malone 's global ambassador an apology to John Boyega has been deleted from a China-based ad breaking and.

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