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John Boyega quits Jo Malone after brand removes him from fragrance ad

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John Boyega

British actor, John Boyega has announced that he has stepped down as the ambassador of Jo Malone after he was cut out of the Chinese version of a fragrance ad he helped to create.

Boyega, in a statement issued on Twitter, said that the company’s decision to have him substituted and still use his concept without his consent is wrong.

The Star Wars actor revealed that the situation will be dealt with swiftly.

“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,” Boyega said.

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“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.

“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.

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“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,” he concluded.

His statement comes after the company apologized for using his concept.

“We deeply apologize for what, on our end, was a mistake in the local execution of the John Boyega campaign,” Jo Malone London said in a statement sent to THR.

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“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 statement added: “While we immediately took action and removed the local version of the campaign, we recognize that this was painful and that an offence was caused.

“We respect John and support our partners and fans globally. We are taking this misstep very seriously and we are working together as a brand to do better moving forward.”





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