"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. John Boyega will no longer represent London cosmetics brand Jo Malone, he announced Monday. We press on and strong. Our king also reamed Disney for doing “fuck all” with Star Wars‘ characters of colour. 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. The original ad, called “The London Gent” aired last year and saw Boyega walking around his childhood neighborhood. Send us a tip using our annonymous form. However, Boyega has said Jo Malone was "wrong" to have used another actor "without my consent or prior notice". "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. 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. I have decided to step down as Jo Malone's global ambassador. Joe Biden will reverse Donald Trump's latest decree on Covid travel, as Wednesday's inauguration looms. Copyright © 2021 Penske Business Media, LLC. We want to hear from you! 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? The video has since won the Fragrance Foundation Virtual Award’s Best Media Campaign prize. Boyega's sister Grace posted the Chinese version of the advert in a Twitter response. 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. 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. Star Wars' John Boyega has stepped down as Jo Malone's global ambassador.. Stay blessed people ❤️, — John Boyega (@JohnBoyega) September 14, 2020. 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. We are taking this misstep very seriously and we are working together as a brand to do better moving forward.". 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". “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,” Boyega’s thread continued. We press on and strong. Fragrance | Marketing. 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. © 2021 BBC. Earlier this month, the star called for an end to black actors being "pushed to the side" by film companies. Boyega's new lead character Finn was shrunken in size, compared with the original poster. The original version, titled London Gent, showed Boyega hanging out with friends and family in Peckham, where he grew up. The Jo Malone debacle was not the first time Boyega has been removed for promotional material in China. Stay blessed people,” he wrote in a Twitter thread explaining his decision. .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". It also nods to his Nigerian background. Back in 2015, a Star Wars: The Force Awakens poster for China left out the actor and co-star Oscar Isaac. There was controversy back in 2016 when Disney unveiled a re-versioned movie poster for Star Wars: The Force Awakens 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 also not the first time Boyega has called out injustice at the danger of his own career and professional relationships. The Star Wars actor was dropped from the brand’s global ad … "The film celebrated my personal story - showcasing my hometown, including my friends and featuring my family," he added. The BBC is not responsible for the content of external sites. I don't have time for nonsense. .css-po6dm6-ItalicText{font-style:italic;}Follow us on Facebook, or on Twitter @BBCNewsEnts. Think again, Author vilified for Wuhan Diary speaks out a year on. British actor John Boyega has cut ties with cosmetic brand Jo Malone following controversy over an ad. It’s back to back but I assure you this will be dealt with swiftly. John Boyega walked away from the Estee Lauder-owned company after they edited him out of an advert … 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". It won the Fragrance Foundation Virtual awards 2020 for Best Media Campaign. I don’t have time for nonsense. It's not the first time Boyega has fallen foul of editing for the Chinese market. https://roguerocket.com/2020/09/14/jo-malone-apologizes-john-boyega When I joined the brand as their first male global ambassador last year, I created the short film we used to launch the campaign. BBC Worklife: Is the five-day work week dead? Stay blessed people.". John Boyega will no longer represent London cosmetics brand Jo Malone, he announced Monday. “John is a tremendous artist with great personal vision and direction. 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 Star Wars star, who was Jo Malone’s first male global ambassador, exited the campaign after the brand reshot a video he made for a marketing campaign and removed him from the clip. https://www.ft.com/content/f2770ec4-2eb8-4588-b82c-5254a49dd9a3 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. Jo Malone, owned by Estee Lauder, has since removed the advert from its campaign in China. Subscribe to Deadline Breaking News Alerts and keep your inbox happy. They were also removed for Chinese audiences. The concept for the film was based on John’s personal experiences and should not have been replicated,” the brand told The Hollywood Reporter. 2-min read. Over the weekend Jo Malone issued an apology to the actor. Jo Malone apologises to frontman John Boyega for advert ‘misstep’ By Becky Bargh 14-Sep-2020. The recreated advert largely followed the same script, but featured Chinese star Liu Haoran instead of Boyega. If you have a story suggestion email entertainment.news@bbc.co.uk. “I don’t have time for nonsense. "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. 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. Jo Malone backs John Boyega after her old perfume company dropped him from Chinese advert. We press on and strong. The BBC is not responsible for the content of external sites. The concept for the film was based on John's personal experiences and should not have been replicated. .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. "It's back to back but I assure you this will be dealt with swiftly. The Star Wars actor made the personal video in his home city of London, but it was re-shot for the Chinese market. We press on and strong. "We respect John, and support our partners and fans globally. 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 “I don’t have time for nonsense. .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. 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Jo Malone has hit out at the “disgusting” treatment of Star Wars actor John Boyega by the perfume brand which carries her name. 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… 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. Read about our approach to external linking. In a statement to The Hollywood Reporter, Jo Malone London said: "John is a tremendous artist with great personal vision and direction. All Rights reserved. 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. 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