John Boyega has quit his role with perfume manufacturer Jo Malone after he was cut from a Chinese advertising campaign.
John Boyega quits role with Jo Malone after being cut from China advert
The Star Wars actor says removing him was “wrong” and he couldn’t condone “dismissively trading out one’s culture this way”.
John Boyega has stepped down from his role with perfume brand Jo Malone after the company cut him from the Chinese version of an aftershave advert he helped create.
The Star Wars actor said the decision to remove him from the advert was “wrong”, before writing on Twitter that “dismissively trading out one’s culture this way is not something I can condone”.
“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 said.
Boyega was replaced with Chinese star Liu Haoran for the version in China. Pic: Jo Malone
“The film celebrated my personal story- showcasing my hometown, including my friends and featuring my family.
“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.”
The London-born actor, who was a global ambassador at Jo Malone, added: “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.”
Although this decision has come as a shock, a recent tweet on the Jo Malone Twitter account has wished Boyega well.
John Boyega is an incredible talent, artist and person and we were proud to have him as part of our Jo Malone London family. We respect John’s decision and we wish him all the best.
