World news – GB – Jo Malone criticises eponymous perfume brand after John Boyega saga


Boyega, 28, stepped down from his role as a global ambassador for the brand after the company cut him from the Chinese version of an aftershave advert he directed, wrote and starred in.

He was replaced with a Chinese actor, Liu Haoran, and numerous shots – which Boyega had previously directed – were recreated.

The perfume company was created by designer Malone, who then sold it to Estee Lauder Companies in 1999.

After receiving criticism online, the brand apologised for the « misstep » and Malone herself has now spoken out.

Speaking on ITV’s daytime show Lorraine, she said: “I am so horrified and disgusted about what has been done to John… This has gone global and my name has been associated [with it].

“How dare somebody treat him [like that] and he finds out he is replaced on social media? » she continued. « They never spoke to him… That for me is utterly despicable and is disgusting.”

The brand’s full apology read: “We deeply apologise for what, on our end, was a mistake in the local execution of the John Boyega campaign. 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.

Announcing his decision to stand down as ambassador, Boyega said: « 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. »

« While we immediately took action and removed the local version of the campaign, we recognize that this was painful and that offense was caused. We respect John, and support our partners and fans globally,” it continued. “We are taking this misstep very seriously and we are working together as a brand to do better moving forward. »


Abonnez-vous à notre chaîne Youtube en cliquant ici: EBENE MEDIA TV

Vidéo du jour:

Donnez votre point de vue et aboonez-vous!

Votre point de vue compte, donnez votre avis

[maxbutton id= »1″]