2-min read. Jo Malone backs John Boyega after her old perfume company dropped him from Chinese advert. We are taking this misstep very seriously and we are working together as a brand to do better moving forward.". I have decided to step down as Jo Malone's global ambassador. British actor John Boyega has cut ties with cosmetic brand Jo Malone following controversy over an ad. The ‘Star Wars’ actor was replaced by another actor in the luxury fragrance brand’s Chinese marketing campaign, despite Boyega directing and establishing the idea for the original film The original version, titled London Gent, showed Boyega hanging out with friends and family in Peckham, where he grew up. Boyega's sister Grace posted the Chinese version of the advert in a Twitter response. I don't have time for nonsense. When I joined the brand as their first male global ambassador last year, I created the short film we used to launch the campaign. The concept for the film was based on John’s personal experiences and should not have been replicated,” the brand told The Hollywood Reporter. "We deeply apologise for what, on our end, was a mistake in the local execution of the John Boyega campaign," they said in statement on Monday. https://www.ft.com/content/f2770ec4-2eb8-4588-b82c-5254a49dd9a3 John Boyega will no longer represent London cosmetics brand Jo Malone, he announced Monday. John Boyega will no longer represent London cosmetics brand Jo Malone, he announced Monday. Writing on Twitter, the British star said while he accepted that companies would use different representatives around the world, "dismissively trading out one's culture this way is not something I can condone". We press on and strong. I don’t have time for nonsense. Think again, Author vilified for Wuhan Diary speaks out a year on. The ad was recast with the Chinese actor Liu Haoran, and featured many of the original elements of Boyega's work, including a scene in which Boyega is riding a horse in a park. BBC Worklife: Is the five-day work week dead? .css-1xgx53b-Link{font-family:ReithSans,Helvetica,Arial,freesans,sans-serif;font-weight:700;-webkit-text-decoration:none;text-decoration:none;color:#FFFFFF;}.css-1xgx53b-Link:hover,.css-1xgx53b-Link:focus{-webkit-text-decoration:underline;text-decoration:underline;}Read about our approach to external linking. Jo Malone has hit out at the “disgusting” treatment of Star Wars actor John Boyega by the perfume brand which carries her name. John Boyega walked away from the Estee Lauder-owned company after they edited him out of an advert … British fragrance maker Jo Malone London has apologised to John Boyega for re-shooting an ad that he wrote, directed and starred in, which was then released for the Chinese market. Launch dates for broadcast, cable and streaming programs, Up-to-date lists for broadcast, cable and streaming series, Pandemic-proof vs. pandemic-contingent broadcast lineups, Signup for Breaking News Alerts & Newsletters, Get our latest storiesin the feed of your favorite networks. The Star Wars actor made the personal video in his home city of London, but it was re-shot for the Chinese market. If you have a story suggestion email entertainment.news@bbc.co.uk. However, Boyega has said Jo Malone was "wrong" to have used another actor "without my consent or prior notice". It’s also not the first time Boyega has called out injustice at the danger of his own career and professional relationships. We press on and strong. The concept for the film was based on John's personal experiences and should not have been replicated. The BBC is not responsible for the content of external sites. Stay blessed people.". In a statement to The Hollywood Reporter, Jo Malone London said: "John is a tremendous artist with great personal vision and direction. “I don’t have time for nonsense. https://roguerocket.com/2020/09/14/jo-malone-apologizes-john-boyega Send us a tip using our annonymous form. Fragrance | Marketing. How to investigate a firm with 60 million documents, .css-orcmk8-HeadlineContainer{display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-box-pack:justify;-webkit-justify-content:space-between;-ms-flex-pack:justify;justify-content:space-between;}Trump's Covid order rebuffed on his final full day.css-1dedj2h-Rank{-webkit-align-self:center;-ms-flex-item-align:center;align-self:center;color:#B80000;margin-left:3.125rem;}1, Trump supporter arrested after Pelosi 'data theft'2, Covid tests and 25,000 troops for Biden inauguration3, Melania’s jacket and nine other defining images4, Egypt woman arrested for baking 'indecent' cakes5, Two players test positive ahead of Australian Open6, French incest allegations prompt victims to speak out7, PM 'glad' to see Trump go - ex-Civil Service head8, Snowstorm causes 130-car pile-up in Japan9, Mexico urges US to make major immigration reforms10. Stay blessed people ❤️, — John Boyega (@JohnBoyega) September 14, 2020. Stay blessed people,” he wrote in a Twitter thread explaining his decision. © 2021 BBC. “John is a tremendous artist with great personal vision and direction. Jo Malone, owned by Estee Lauder, has since removed the advert from its campaign in China. .css-14iz86j-BoldText{font-weight:bold;}John Boyega has resigned as global ambassador for perfume brand Jo Malone after he was replaced in an ad he made for them by a Chinese actor. It's not the first time Boyega has fallen foul of editing for the Chinese market. The video has since won the Fragrance Foundation Virtual Award’s Best Media Campaign prize. There was controversy back in 2016 when Disney unveiled a re-versioned movie poster for Star Wars: The Force Awakens in China. It also nods to his Nigerian background. "John Boyega is an incredible talent, artist and person and we were proud to have him as part of our Jo Malone London family," wrote the company on Twitter following Boyega's statement. Joe Biden will reverse Donald Trump's latest decree on Covid travel, as Wednesday's inauguration looms. The recreated advert largely followed the same script, but featured Chinese star Liu Haoran instead of Boyega. We want to hear from you! The BBC is not responsible for the content of external sites. Jo Malone has apologised to the black British star John Boyega for cutting him out of an advert when it was remade for the Chinese market Boyega in his Jo Malone advert… The original ad, called “The London Gent” aired last year and saw Boyega walking around his childhood neighborhood. You will be redirected back to your article in, Nikolaj Coster-Waldau & Joe Cole Starring In Netflix Movie ‘Against The Ice’, Baltasar Kormákur Producing, Late Night Hosts Blast Trump’s List Of Pardons, Meeting With MyPillow CEO Ahead Of Biden’s Inauguration, Alec Baldwin Says “Goodbye For Now” To Twitter Following Wife Hilaria’s Heritage Debacle, L.A. County Public Health Reports 11,366 New Covid-19 Cases, 108 New Deaths – Update, Netflix’s ‘Lupin’ Tops ‘Bridgerton’ With Projected 70M Households, Nikolaj Coster-Waldau & Joe Cole Lead Netflix & Baltasar Kormakur Survival Pic, Director Julie Anne Robinson On Filming Balls, Horses & Those Honeymoon Scenes; Talks Casting & Music For Netflix Hit, Donald Trump Faces Possible Expulsion From SAG-AFTRA As Union’s Board Sets Special Session. "While we immediately took action and removed the local version of the campaign, we recognise that this was painful and that offence was caused," it added. Jo Malone London has issued an apology for dropping John Boyega from a reshot advert he originally starred in for the perfume and candle brand, describing the … “The film celebrated my personal story – showcasing my hometown, including my friend and featuring my family.”. Star Wars' John Boyega has stepped down as Jo Malone's global ambassador.. It’s back to back but I assure you this will be dealt with swiftly. Writers, actors and directors including JK Rowling and Jordan Peele also praised the 28-year-old for his emotional speech at a Black Lives Matter protest in the summer. The Jo Malone debacle was not the first time Boyega has been removed for promotional material in China. "The film celebrated my personal story - showcasing my hometown, including my friends and featuring my family," he added. We press on and strong. John Boyega was seen as a useful marketing gimmick for Jo Malone in the UK but when it came to China, it was a different story. All Rights reserved. John Boyega, the Star Wars actor, has quit his role with the perfume brand Jo Malone after he was cut from the Chinese version of an advert he helped devise. They were also removed for Chinese audiences. Jo Malone apologises to frontman John Boyega for advert ‘misstep’ By Becky Bargh 14-Sep-2020. "It's back to back but I assure you this will be dealt with swiftly. Star Wars: John Boyega says non-white actors 'pushed to the side' by Disney, Black Lives Matter: John Boyega speaks at march, Melania’s jacket and nine other defining images, Egypt woman arrested for baking 'indecent' cakes, Two players test positive ahead of Australian Open, PM 'glad' to see Trump go - ex-Civil Service head, Snowstorm causes 130-car pile-up in Japan, Boyega's sister Grace posted the Chinese version of the advert, Boyega's new lead character Finn was shrunken in size. Earlier this month, the star called for an end to black actors being "pushed to the side" by film companies. Our king also reamed Disney for doing “fuck all” with Star Wars‘ characters of colour. .css-1hlxxic-PromoLink:link{color:inherit;}.css-1hlxxic-PromoLink:visited{color:#696969;}.css-1hlxxic-PromoLink:link,.css-1hlxxic-PromoLink:visited{-webkit-text-decoration:none;text-decoration:none;}.css-1hlxxic-PromoLink:link:hover,.css-1hlxxic-PromoLink:visited:hover,.css-1hlxxic-PromoLink:link:focus,.css-1hlxxic-PromoLink:visited:focus{color:#B80000;-webkit-text-decoration:underline;text-decoration:underline;}.css-1hlxxic-PromoLink:link::after,.css-1hlxxic-PromoLink:visited::after{content:'';position:absolute;top:0;right:0;bottom:0;left:0;z-index:2;}Star Wars: John Boyega says non-white actors 'pushed to the side' by Disney, Stars back John Boyega after Black Lives Matter protest, .css-1snjdh1-IconContainer{display:none;height:0.875em;width:0.875em;vertical-align:-0.0625em;margin-right:0.25em;}Black Lives Matter: John Boyega speaks at march, Trump's Covid order rebuffed on his final full day. Jo Malone, which is owned by New York-based Estée Lauder, apologised on Saturday for taking the ad created and directed by Boyega and replacing him with Haoran, saying it was "a mistake". It won the Fragrance Foundation Virtual awards 2020 for Best Media Campaign. John Boyega has stepped down from his role as global ambassador for Jo Malone London after the brand cut him from a reshot advert he originally starred in for the perfume and candle brand. We press on and strong. Mexico urges US to make major immigration reforms, Trump supporter arrested after Pelosi 'data theft', Covid tests and 25,000 troops for Biden inauguration, French incest allegations prompt victims to speak out, Conquering K2 in winter 'together' VideoConquering K2 in winter 'together', Why Iran’s nuclear facilities are still vulnerable to attack, Want to light up outdoors in Milan? Copyright © 2021 Penske Business Media, LLC. Over the weekend Jo Malone issued an apology to the actor. Read about our approach to external linking. John Boyega has stepped down from his role as a global ambassador for perfume brand Jo Malone after the company cut the black actor from the Chinese version of an aftershave advert he helped create. The Star Wars actor was dropped from the brand’s global ad … “I don’t have time for nonsense. Jo Malone, owned by Estee Lauder, has since removed the advert from its campaign in China. .css-po6dm6-ItalicText{font-style:italic;}Follow us on Facebook, or on Twitter @BBCNewsEnts. .css-1xgj2ad-InlineLink:link{color:#3F3F42;}.css-1xgj2ad-InlineLink:visited{color:#696969;}.css-1xgj2ad-InlineLink:link,.css-1xgj2ad-InlineLink:visited{font-weight:700;border-bottom:1px solid #BABABA;-webkit-text-decoration:none;text-decoration:none;}.css-1xgj2ad-InlineLink:link:hover,.css-1xgj2ad-InlineLink:visited:hover,.css-1xgj2ad-InlineLink:link:focus,.css-1xgj2ad-InlineLink:visited:focus{border-bottom-color:currentcolor;border-bottom-width:2px;color:#B80000;}@supports (text-underline-offset:0.25em){.css-1xgj2ad-InlineLink:link,.css-1xgj2ad-InlineLink:visited{border-bottom:none;-webkit-text-decoration:underline #BABABA;text-decoration:underline #BABABA;-webkit-text-decoration-thickness:1px;text-decoration-thickness:1px;-webkit-text-decoration-skip-ink:none;text-decoration-skip-ink:none;text-underline-offset:0.25em;}.css-1xgj2ad-InlineLink:link:hover,.css-1xgj2ad-InlineLink:visited:hover,.css-1xgj2ad-InlineLink:link:focus,.css-1xgj2ad-InlineLink:visited:focus{-webkit-text-decoration-color:currentcolor;text-decoration-color:currentcolor;-webkit-text-decoration-thickness:2px;text-decoration-thickness:2px;color:#B80000;}}The company apologised for what it described as a "misstep" that caused "offence". 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