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John Boyega Steps Down as Jo Malone Brand Ambassador

John Boyega Steps Down as Jo Malone Brand Ambassador”

The company also shot an ad tailored for the Chinese market, keeping most themes and elements from the original concept, but replacing Boyega with popular actor Liu Haoran.

In the original video, Boyega is seen in his London neighborhood and hanging out with his racially diverse friends and his family members. And it makes reference to his Nigerian heritage in a scene featuring West African attire. The film celebrated my personal story- showcasing my hometown, including my friends and featuring my family.

He also discussed the all too common experience of Black actors and models of hairdressers being unable to style their hair properly and the significance of his own hair growth journey over the past two years.

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".

"It's back to back but I assure you this will be dealt with swiftly".

True to form, Boyega finished his statement by stating he doesn't have "time for nonsense". We press on and strong.

"We deeply apologise for what on our end was a mistake in the local execution of the John Boyega campaign", Jo Malone said in the statement to the Hollywood Reporter.

More news: EU, China look to cement ties at virtual summit despite rifts

Jo Malone and its parent company, Estee Lauder, didn't respond to emailed requests for comment.

Despite becoming the brand's first male brand ambassador a year ago, his statement comes after the perfumer chose to re-shoot the ad he appeared in for its Chinese audience - omitting the star and his friends and family from the local execution.

Boyega's sister Grace posted the Chinese version of the advert in a Twitter response.

In 2015, Boyega made global headlines when his image on the China release posters of "Star Wars: Episode VII - The Force Awakens" was reduced in size.

John Boyega's move follows his criticism of the marketing of non-white characters in the latest "Star Wars" films and his outspoken support for the Black Lives Matter movement.

It added: "We are taking this misstep very seriously and we are working together as a brand to do better moving forward".

In June, he made an emotional speech in central London at the height of anti-racism protests following the death of George Floyd, an unarmed black men, during a United States police arrest.



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