John Boyega has revealed why he stepped down as a global brand ambassador for Jo Malone.
The British-Nigerian Star Wars actor, John Boyega, said he has stepped down as brand ambassador of perfume brand, Jo Malone due to racism after he was cut out of the Chinese version of the brand’s campaign which he originally conceived and starred in.
The actor said cutting him out of the Chinese version of the brand campaign was racism at its highest. John Boyega took to his Twitter page to reveal his displeasure and announce his stepping down as the brand ambassador of the popular perfume brand.
The actor wrote on his Twitter page ;
“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. 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.
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.”
The perfume brand Jo Malone has accepted John Boyega decision to step down as the brand global Ambassador. And they have also offered their apology for cutting him out of the Chinese version of the brand’s campaign.