John Boyega Cuts Ties with Jo Malone London!
The Star Wars actor has officially cut ties with perfume brand Jo Malone as their global ambassador after he was cut out of an advert in China and replaced by Liu Haoran. Read on why John Boyega cut ties with Jo Malone London…
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“If you don’t like the hand that fate’s dealt you with, fight for a new one.” Naruto
CelebnMusic247.com reports that if John Boyega, 28, is Jo Malone’s global ambassador the ads should have NEVER been recast for anyone.
In a series of tweets, John Boyega addressed the brand stating the following:
He writes:
I have decided to step down as Jo Malone’s global ambassador. 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.
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.
The film celebrated my personal story- showcasing my hometown, including my friends and featuring my family.
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. The film celebrated my personal story– showcasing my hometown, including my friends and featuring my family.
— John Boyega (@JohnBoyega) September 14, 2020
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.
It’s back to back but I assure you this will be dealt with swiftly. I don’t have time for nonsense. We press on and strong. Stay blessed people.
It’s back to back but I assure you this will be dealt with swiftly. I don’t have time for nonsense. We press on and strong. Stay blessed people ??
— John Boyega (@JohnBoyega) September 14, 2020
The Original Jo Malone Ad:
In the advertisement which was released last year – saw the movie star walking around Peckham, south London, riding a horse, and spending time with his family.
But it was China remaking the ad for the Chinese market and replacing him as their global ambassador and NOT featuring any black cast members rubber Boyega wrong.
Jo Malone Actions Were Racist:
The perfume has now removed the local version of the campaign and apologized for making a “mistake!”
Jo Malone released a statement that reads:
We deeply apologize for what on our end was a mistake in the local execution of the John Boyega campaign. John is a tremendous artist with great personal vision and direction. The concept for the film was based on John’s personal experiences and should not have been replicated.
The bottom line is that it’s too late!
