Jo Malone sorry for replacing John Boyega in Chinese version of advert

Brunilde Fioravanti
Settembre 15, 2020

The original ad "London Gent" released in 2019, showed John on the streets of his home district of Peckham in London, hanging out and dancing with real-life friends and spending time with his family.

He also discussed the all too common experience of Black actors and models of hairdressers being unable to style their hair properly and the significance of his own hair growth journey over the past two years.

The actor was also very outspoken on social media after George Floyd was killed in the USA, and was seen protesting in London.

Boyega subsequently announced his decision to step down as the perfume and candle brand's global ambassador.

The Star Wars actor has since stepped down from his role as global ambassador for the brand, calling the incident "not something I can condone".

The commercial featuring Boyega was reshot for the Chinese market using the actor Liu Haoran.

John Boyega executed an award-winning ad campaign for Jo Malone.

'John is a tremendous artist with great personal vision and direction.

"While Boyega concedes that companies can rightly use different representatives to cater to different markets, he wrote on his Twitter account that: "[Jo Malone's] decision to replace my campaign in China - using my concepts and substituting a local brand ambassador for me, without either my consent or prior notice, was wrong. "It's not good. I'll say it straight up", said Boyega. I don't have time for nonsense. It feels deeply personal to Boyega's experience and features the London-born actor walking around the district where he grew up and riding a horse in a park.

Jo Malone and its parent company, Estee Lauder, didn't respond to requests for comment on Sunday. Indeed, Boyega previously faced a similar situation in 2016, when Disney chose to shrink the size of his character, Finn, in the poster for The Force Awakens in China.

"While we immediately took action and removed the local version of the campaign, we recognize that this was painful and that offense was caused. We respect John's decision and we wish him all the best".

Again, I think the word you're looking for is "sorry". "We are taking this misstep very seriously and we are working together as a brand to do better moving forward", Jo Malone said in a statement to The Hollywood Reporter.

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