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