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. 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. ", 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.". "John is a tremendous artist with great personal vision and direction. Credit: Allen Berezovsky/WireImage. In 2015, a “Star Wars: The Force Awakens” poster for China left out the black actor and co-star Oscar Isaac. John Boyega is to front a new ad campaign for London fragrance company, Jo Malone. John Boyega said the original advert "celebrated my personal story" John Boyega has resigned as global ambassador for perfume brand Jo Malone … Boyega recently told GQ that Black characters have been “pushed to the side” in Disney’s “Star Wars” franchise. "I have decided to step down as Jo Malone's global ambassador. ", "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. ", 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. ", 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. It’s not the first time Boyega has been deleted from a China-based ad. 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. London calling. British fragrance company Jo Malone has apologized to actor John Boyega after re-creating his original ad without his presence for Chinese audiences. "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. 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 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. Turn on desktop notifications for breaking stories about interest? You'll get the latest updates on this topic in your browser notifications. Coyote Ugly Turns 20: Where Is the Cast Now? Actor John Boyega quits Jo Malone over Chinese ad. Star Wars actor John Boyega has announced his decision to step down as an ambassador for British brand Jo Malone London following the revelation … Find out what your cat is trying to tell you with a new cat app, Princess Diana died when Harry was just 12 years old, Engineer Creates App To Translate Your Cat, The Sweetest Photos of Princes Harry with Diana, Sean Connery's Cause of Death Revealed Weeks After He Dies at Age 90. 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". Text us for exclusive photos and videos, royal news, and way more. British actor John Boyega has said he will no longer be working with Jo Malone London. 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 … https://www.dailydot.com/unclick/john-boyega-jo-malone-china-racism 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. "We respect John, and support our partners and fans globally. 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. In June, the star made an emotional speech on racism when he joined Black Lives Matter protests in London. 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. I don’t have time for nonsense. A taste of @JohnBoyega's new short film for Jo Malone London. this link is to an external site that may or may not meet accessibility guidelines. 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 a statement issued to The Hollywood Reporter, Jo Malone London detailed the new ad … “The film celebrated my personal story — showcasing my hometown, including my friends and featuring my family,” Boyega wrote. 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. It has removed the ad and apologized. | Follow all AP stories on racial injustice at https://apnews.com/Racialinjustice, 24/7 coverage of breaking news and live events. We respect John’s decision and we wish him all the best. 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. Stay blessed people," concluded the actor. "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. When I joined the brand as their first male global ambassador last year, I created the short film we used to launch the campaign. It won the Fragrance Foundation Virtual awards 2020 for Best Media Campaign," Boyega said in his statement. Despite becoming the brand's first male brand ambassador last … "It’s back to back but I assure you this will be dealt with swiftly. So when Jo Malone … 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. This is not the first time Boyega has been removed for promotional material in China. Boyega opened up to Women's Wear Daily in 2019 about the video ad campaign he directed, telling the outlet that he wanted to honor his roots while celebrating the new life he is carving for himself. 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. “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.”. 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 … #JoMaloneLondonGent #ScentOfAGent — Jo Malone London (@JoMaloneLondon) October 2, 2019 Jo Malone hasn’t been with the company since 2006 but told ITV that replacing the Black actor with a different actor in the Chinese market was wrong. 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. 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 … 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. Moya Lothian-McLean @moya_lm Monday 14 … Lara Spencer reports the buzziest stories of the day in "GMA" Pop News. We press on and strong. The company, which is owned by Estee Lauder, was earlier reported as saying that dropping him for the Chinese market was a 'misstep'. 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. Get push notifications with news, features and more. We are taking this misstep very seriously and we are working together as a brand to do better moving forward. 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. Boyega is not playing. https://deadline.com/2020/09/john-boyega-jo-malone-china-ad-1234576908/#! Jo Malone London had previously issued an apology for "a mistake in the local execution of the John Boyega campaign," adding that "while we immediately took action and removed the … The ad, titled “A London Gent,” won Best Media Campaign in the 2020 Fragrance Foundation Virtual Awards, and celebrated Boyega’s personal story. 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 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. The actor said that "dismissively trading out one’s culture this way is not something I can condone". 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.”. John Boyega being cut out of Jo Malone ad he created proves a crucial point about how Black creatives are exploited. 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 … Fragrance brand Jo Malone has issued an apology to John Boyega after cutting him out of the Chinese version commercial he helped to create. "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. 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