John Boyega Calls Out Jo Malone & Steps Down as Brand's Global Ambassador

John Boyega Retweets'No Apology Is Good Enough as Jo Malone Expresses Regret for Chinese Ad

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Boyega came up with the concept for the ad, a short film titled "A London Gent", which showed him hanging out with friends and family in Peckham, London, where he grew up.

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.

The "Star Wars" actor took to his Twitter page to explain the reason for his decision.

However, Boyega has said Jo Malone was "wrong" to have used another actor "without my consent or prior notice".

"I have chose to step down as Jo Malone's global ambassador", Boyega, best known for playing stormtrooper Finn in the Star Wars sequels, wrote on his Twitter account.

Boyega, who has been an active voice in the Black Lives Matter movement, acknowledged that it's not unusual for a campaign to "use a variety of global and local ambassadors", he said "dismissively trading out one's culture this way is not something I can condone".

However for a Chinese remake, John and the rest of the original multicultural cast were replaced with Chinese actors - a change Jo Malone chiefs have now apologised for making, reportedly without his knowledge.

True to form, Boyega finished his statement by stating he doesn't have "time for nonsense". The video has since won the Fragrance Foundation Virtual Award's Best Media Campaign prize.

Jo Malone, the founder of the company, also issued a statement saying she has had nothing to do with the brand since 2006, after selling the company to Estée Lauder in 1999. The film celebrated my personal story- showcasing my hometown, including my friends and featuring my family. "The concept for the film was based on John's personal experiences and should not have been replicated", the brand told The Hollywood Reporter.

Some were quick to allege that racism was in play and brought up the Chinese promotional poster for the 2015 film Star Wars: The Force Awakens, where Boyega's character was featured far less prominently than in the United States version.

The 28-year-old concluded: "It's back to back but I assure you this will be dealt with swiftly".

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

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