The ad shown in China saw Boyega replaced with Liu Haoran - a move that the company has now admitted was a misstep. When the advert was launched in China, it was reshot with actor Liu Haoran, a decision that Boyega only learnt about later on social media. Jo Malone has criticised her former company’s decision to cut John Boyega from an advert he directed and starred in, saying she feels “humiliated” to have her name associated with the controversy. Start your Independent Premium subscription today. According to The Hollywood Reporter, the actor only found out what had happened when the reshot advert was posted on Twitter. Independent Premium Comments can be posted by members of our membership scheme, Independent Premium. You can also choose to be emailed when someone replies to your comment. The video, entitled London Gent, also made reference to his Nigerian heritage. Without notifying Boyega, Jo Malone reshot the ad by replacing the actor with Liu Haoran for the Chinese market and excluded all the Black people who appeared in the original video … Nothing of my spirit, if I’d been standing there in those shoes, I promise you John this would never have happened.”. You can find our Community Guidelines in full here. Speaking on Lorraine, Malone said: “This has gone global around the world – what am I supposed to do? Following his statement, Jo Malone posted, "John Boyega is an incredible talent, artist and person and we were proud to have him as part of our Jo Malone London family. When the advert was launched in China, it was reshot with actor Liu Haoran, a decision that Boyega only learnt about later on social media. The concept for the film was based on John's personal experiences and should not have been replicated. The ‘Star Wars’ actor was replaced with Chinese star Liu Haoran. That’s the bit that really gets to me,” she said. On Friday 18 September, perfumer Jo Malone appeared on ITV’s Lorraine where she spoke about the treatment of Boyega by Jo Malone London, which she sold in 1999 and departed from in 2006. 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”. 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 … Are you sure you want to delete this comment? This isn't the first time that Boyega has been deleted from a China-based ad. What Happened: Jo Malone London, the Estée Lauder-owned perfume brand, has apologized about replacing Star Wars actor John Boyega, who conceived and directed the brand’s “London Gent” advertisement, with the actor Liu Haoran for the Chinese version of Boyega’s advertisement. We … In their statement, Jo Malone also apologized to Haoran, best known for "Detective Chinatown," and said he was not involved in the "concepting" of the Chinese video… On Monday, the Star Wars actor, 28, announced on Twitter that he is formally removing himself from his partnership with Jo Malone London since the company subbed in Chinese actor Liu Haoran … Originally, the commercial featured the London-born star walking around Peckham, the neighbourhood where he grew up. Malone added that on a “personal level”, she feels “heartbroken” by the situation, as people assume she was involved in the decision to remove Boyega from the advert he conceptualised. Jo Malone London issued an apology to Boyega for what the company described as a “misstep”. It allows our most engaged readers to debate the big issues, share their own experiences, discuss real-world solutions, and more. The most insightful comments on all subjects will be published daily in dedicated articles. ‘We clarify?’ I’m sorry. “There is nothing in this, nothing that resembles me. John Boyega has cut ties with perfume company Jo Malone after it replaced him in a commercial for the Chinese market. The original ad, which aired last year and won The Fragrance Foundation Awards 2020 … But when you make mistakes as a human being you clear up your own mess. 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 actor starred in an advert, called “A London Gent”, and is shown hanging out with friends and family in Peckham, where he grew up. "Dismissively trading out one’s culture this way is not something I can condone" John Boyega has resigned as global ambassador for Jo Malone after he was replaced by a Chinese actor Liu Haoran.. The British perfume brand Jo Malone has "deeply apologised" to Star Wars actor John Boyega after he was cut out of the Chinese version of an advert he helped create. John Boyega is stepping down as a brand ambassador for the British perfume and candle company Jo Malone after the brand reshot a video he created for the Chinese market. The perfume brand had shot an advert tailored personally to the Star Wars actor but re-shot it for the Chinese market. On Thursday 17 September, Jo Malone London released a statement on Instagram stating: “To clarify Jo Malone CBE left the company in 2006 and has had no involvement in these events,” five days after the firm released its initial statement regarding the advert. Image: Boyega was replaced with Chinese star Liu Haoran for the version in China. We are taking this misstep very seriously and we are working together as a brand to do better moving forward.". Speaking to GQ magazine, he said black characters have been "pushed to the side" in Disney's Star Wars franchise. The brand reshot the commercial with Chinese actor Liu Haoran … That for me is utterly despicable and it’s disgusting.”. "The concept for the film was based on John's personal experiences and should not have been replicated," Jo Malone said. Jo Malone apologises to John Boyega after actor is cut out of Chinese version of aftershave advert, John Boyega in the original advert. I’ve made mistakes, I get that. Want an ad-free experience?Subscribe to Independent Premium. The perfumer said she feels “humiliated” by the incident, describing Jo Malone London’s failure to contact Boyega prior to the launch of the reshot advert as “despicable and disgusting”. Jo Malone issued a public apology to Boyega after reshooting his commercial and recasting him with Chinese actor Liu Haoran in the new version. Our journalists will try to respond by joining the threads when they can to create a true meeting of independent Premium. Jo Malone describes former brands decision to drop John Boyega from advert 'despicable and disgusting', Jo Malone on ITV's Lorraine (Friday 18 September), {{#verifyErrors}} {{message}} {{/verifyErrors}} {{^verifyErrors}} {{message}} {{/verifyErrors}}, Jo Malone criticises former brand’s removal of John Boyega from advert, Jo Malone apologises for cutting John Boyega from advert, John Boyega quits Jo Malone role after being cut from advert, You may not agree with our views, or other users’, but please respond to them respectfully, Swearing, personal abuse, racism, sexism, homophobia and other discriminatory or inciteful language is not acceptable, Do not impersonate other users or reveal private information about third parties, We reserve the right to delete inappropriate posts and ban offending users without notification. ", The company also said that it recognised "this was painful and offence was caused", adding: "We respect John, and support our partners and fans globally. Jo Malone apologises to John Boyega after actor is cut out of Chinese version of aftershave advert. // The ad replaced Boyega with Chinese actor Liu Haoran Jo Malone has “deeply apologised” to Star Wars actor John Boyega after cutting his scene out of a Chinese advert he helped create. "We deeply apologise for what, on our end, was a mistake in … According to the actor, he came up with the concept for his commercial for Jo Malone, which he also directed. The Independent has contacted Jo Malone London for comment. Malone said that these circumstances have shown there is a “big lesson to everybody” when a business attached to a person’s name is sold, saying that both the person and the company “have a responsibility”. Jo Malone London Issues Apology to John Boyega After Dropping Ad in China | THR News The 'Star Wars' actor was replaced with Chinese star Liu Haoran despite having directed and conceived of the original video, which featured Boyega's real-life family and friends. However, the ad shown in China saw Boyega replaced with the Chinese star Liu Haoran - a move that the company has now admitted was a misstep. “That’s why I’m sitting here. Shortly afterwards, the Star Wars star revealed that he had decided to step down from his role as a global ambassador for the firm. The film project London Gent, … On Monday, John Boyega resigned as global ambassador for perfume brand Jo Malone after he was replaced by actor Liu Haoran in the Chinese version of an ad he had both directed and starred in. If people like me never speak out, things will never change, things will never be different and people will continue to go through these things.”, Read our full mailing list consent terms here. But instead of just using this video everywhere, Jo Malone decided to copy Boyega’s idea wholesale for its Chinese commercial, replacing him with Chinese actor Liu Haoran. 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”. Last year, it was announced that Boyega had been chosen as the first male ambassador for Jo Malone London - which is now owned by Estee Lauder. My name has been associated and it’s been done in my name, but also people think it’s me,” she stated. Create a commenting name to join the debate, There are no Independent Premium comments yet - be the first to add your thoughts, There are no comments yet - be the first to add your thoughts. The ad, which starred local actor Liu Haoran (Detective Chinatown) for the Chinese market, was actually a replica of a … Due to the sheer scale of this comment community, we are not able to give each post the same level of attention, but we have preserved this area in the interests of open debate. Pic: Jo Malone Pic: Jo Malone "The film celebrated my personal story- … Want to bookmark your favourite articles and stories to read or reference later? Please be respectful when making a comment and adhere to our Community Guidelines. In Star Wars: The Force Awakens, he played the leading role of Finn - but despite that, Chinese posters promoting the movie removed or diminished him and other non-white characters. “Firstly, I am so horrified and disgusted at what has been done to John,” Malone said. Jo Malone London issued an … British perfume and scented candle brand Jo Malone London came under fire when it released an advertisement video as part of its campaign. Are you sure you want to mark this comment as inappropriate? Please continue to respect all commenters and create constructive debates. Featured Video Hide “If we are ever to see change in this country and this world people need to start taking responsibility,” she added. Boyega has also spoken out about racism in Hollywood. “When you look at that video and you look through his eye being a child, that man brought his life story to people and to that brand and how dare somebody treat him – and he finds out he’s been replaced on social media. "John is a tremendous artist with great personal vision and direction. Jo Malone, owned by Estee Lauder, has since removed the advert from its campaign in China. “No apology, no recognition that this was their mess and they need to clear up. Pic: Jo Malone. The company Jo Malone, which is owned by Estée Lauder, apologized for taking the video created and directed by Boyega and replacing him with Chinese actor Liu Haoran … The existing Open Comments threads will continue to exist for those who do not subscribe to Independent Premium. ‘If I’d been standing there in those shoes, I promise you John this would never have happened,’ perfumer states, Find your bookmarks in your Independent Premium section, under my profile. Star Wars actor John Boyega has announced his decision to step down as an ambassador for British brand Jo Malone London following the revelation that the company had cut him out of an ad shown in China.. Making the announcement on social media, the actor called the decision to cut him from the campaign without his knowledge "wrong" and one he could not condone. Jo Malone used similar visual elements in the advertisement featuring Liu. “It’s the fact they never spoke to him, they never considered for one minute what he would feel like. The recreated ad replaced Boyega with Chinese star Liu Haoran. “This has gone global. I find that insulting. In a statement provided to the US website, Jo Malone said: "We deeply apologise for what, on our end, was a mistake in the local execution of the John Boyega campaign. John Boyega calls Disney out for marketing a Black character, only to ultimately push them aside Actor and activist John Boyega is stepping down from British Perfume and Candle Company Jo Malone after they reshot a short film that he created. John Boyega has resigned from his role as a brand ambassador for British cologne company Jo Malone following the news he was cut out of the Chinese version of … On a human level, people make mistakes. Candle brand Jo Malone, which he also directed advert was posted on Twitter meeting of Premium. 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