British fragrance company Jo Malone has apologized to actor John Boyega after re-creating his original ad without his presence for Chinese audiences. “While many brands understandably use a variety of global and local ambassadors, dismissively trading out one’s culture this way is not something I can condone.”. "John is a tremendous artist with great personal vision and direction. John Boyega Parts From Jo Malone Fragrance After Being Replaced In Chinese Ad By Julia Sachs ON September 15, 2020 Star Wars actor John Boyega announced on Twitter on Monday that he is parting with Jo Malone London, a high end fragrance company, after the company reportedly replaced him in an ad campaign with a Chinese model. 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". Moya Lothian-McLean @moya_lm Monday 14 … "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. We are taking this misstep very seriously and we are working together as a brand to do better moving forward. "There’s a mixture of things you see me do in the film: you see me in a professional environment on a film set, then with family," he said at the time. John Boyega is to front a new ad campaign for London fragrance company, Jo Malone. John Boyega quits perfume ambassador role over Chinese ad Black actor John Boyega has stepped down from his role as a global ambassador for perfume brand Jo Malone after the company decided to hire a Chinese actor to replace him in an ad he created By The Associated Press September 15, 2020, 8:57 AM John Boyega is stepping down from his role as a Jo Malone London ambassador after the U.K. fragrance brand replaced him in an international campaign. 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 … Jo Malone, an upscale British perfume brand owned by Estée Lauder, has said that replacing Boyega with Chinese star Liu Haoran in the ad campaign was a misstep. ", RELATED VIDEO: Jordan Peele, Mark Hamill, More Support John Boyega After Emotional Black Lives Matter Speech, RELATED: John Boyega Says Parents Weren't Happy About His Chest Tattoo — and Compared Him to David Beckham. London (CNN Business) Actor John Boyega has ended his association with perfume brand Jo Malone after the company controversially cut him from a commercial for the Chinese market. Black actor John Boyega has stepped down from his role as a global ambassador for perfume brand Jo Malone after the company decided to hire a Chinese actor to replace him in an ad … We respect John’s decision and we wish him all the best. “The film celebrated my personal story — showcasing my hometown, including my friends and featuring my family,” Boyega wrote. The actor said that "dismissively trading out one’s culture this way is not something I can condone". Perfume-maker Jo Malone took an ad filmed by John Boyega of Star Wars and refilmed it for China using a Chinese actor and zero black people. Coyote Ugly Turns 20: Where Is the Cast Now? Stay blessed people," concluded the actor. Boyega recently told GQ that Black characters have been “pushed to the side” in Disney’s “Star Wars” franchise. https://deadline.com/2020/09/john-boyega-jo-malone-china-ad-1234576908/#! 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. Credit: "The film celebrated my personal story– showcasing my hometown, including my friends and featuring my family. On Monday, the Star Wars actor, 28, announced on Twitter that he is formally removing himself from his partnership with Jo Malone London since the company subbed in Chinese actor Liu Haoran for his role in a short film advertisement (which Boyega conceptualized) that aired in China, according to The Hollywood Reporter. In June, the star made an emotional speech on racism when he joined Black Lives Matter protests in London. Follow all AP stories on racial injustice at https://apnews.com/Racialinjustice, 24/7 coverage of breaking news and live events. Black actor John Boyega has stepped down from his role as a global ambassador for perfume brand Jo Malone, according to his Twitter announcement Tuesday Sept. 15, 2020, after the company decided to hire a Chinese actor to replace him in an ad … It’s not the first time Boyega has been deleted from a China-based ad. Fragrance brand Jo Malone has issued an apology to John Boyega after cutting him out of the Chinese version commercial he helped to create. Jo Malone London apologized in a statement to THR, explaining that it was a "painful" mistake. Perfume brand Jo Malone has apologised to the actor John Boyega for cutting him out of an advert he conceived, directed and starred in when it … John Boyega said the original advert "celebrated my personal story" John Boyega has resigned as global ambassador for perfume brand Jo Malone … John Boyega is stepping down from his role as a Jo Malone London ambassador after the U.K. fragrance brand replaced him in an international campaign. "It’s back to back but I assure you this will be dealt with swiftly. It won the Fragrance Foundation Virtual awards 2020 for Best Media Campaign," Boyega said in his statement. 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. We press on and strong. 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. When I joined the brand as their first male global ambassador last year, I created the short film we used to launch the campaign. In 2015, a “Star Wars: The Force Awakens” poster for China left out the black actor and co-star Oscar Isaac. In a statement issued to The Hollywood Reporter, Jo Malone London detailed the new ad … This is not the first time Boyega has been removed for promotional material in China. London calling. 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 He played a leading role as Finn in 2015′s “Star Wars: The Force Awakens,” but he and other non-white characters were removed or diminished from a Chinese poster for the blockbuster movie. 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 — … this link is to an external site that may or may not meet accessibility guidelines. The company, which is owned by Estee Lauder, was earlier reported as saying that dropping him for the Chinese market was a 'misstep'. Trump pardons Bannon, other allies on final night in office, Biden plans 'dozens' of executive actions in first days, Monarch butterfly population moves closer to extinction. Text us for exclusive photos and videos, royal news, and way more. I don’t have time for nonsense. "We respect John, and support our partners and fans globally. ", 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. https://www.dailydot.com/unclick/john-boyega-jo-malone-china-racism Turn on desktop notifications for breaking stories about interest? | "It’s about breaking free of the concept of 'going back or returning to your roots' but more about the roots existing with this new side of my life. Despite becoming the brand's first male brand ambassador last … British actor John Boyega has said he will no longer be working with Jo Malone London. Introducing ... PEOPLE's Products Worth the Hype, won the Fragrance Foundation Virtual awards, an active voice in the Black Lives Matter movement, John Boyega Says Parents Weren't Happy About His Chest Tattoo — and Compared Him to David Beckham. LONDON -- Black actor John Boyega has stepped down from his role as a global ambassador for perfume brand Jo Malone after the company decided to hire a Chinese actor to replace him in an ad he created. ", "While we immediately took action and removed the local version of the campaign, we recognize that this was painful and that offense was caused," the statement continued. Star Wars actor John Boyega has announced his decision to step down as an ambassador for British brand Jo Malone London following the revelation … 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 … Following the controversy, Jo Malone, which is owned by Estee Lauder, removed the advert from its campaign in China. The “Star Wars” star wrote Tuesday on Twitter that the brand’s 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.”. The ad, titled “A London Gent,” won Best Media Campaign in the 2020 Fragrance Foundation Virtual Awards, and celebrated Boyega’s personal story. Turn on desktop notifications for breaking stories about interest presence for Chinese audiences the concept for the celebrated! 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