John Boyega has resigned as brand ambassador for Jo Malone (owned by Estee Lauder). John Boyega became the first male global ambassador for the brand last year. John created a short movie titled, London gent, which was used to launch the campaign. London gent went on to win the Fragrance Foundation Virtual awards 2020 for Best Media Campaign.
Jo Malone have apologized for causing offense when they produced a shot for shot recreation of the film for the Chinese market, featuring Chinese star Liu Haoran instead of Boyega. “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,” Boyega said.
Boyega has recently been very outspoken on the way Black actors are treated in movie and tv roles, and also on his experience in the Star Wars sequels. John Boyega was the target of large amounts of racist abuse from the moment the first trailer for The Force Awakens revealed him as Finn, a Stormtrooper fleeing The First Order. Finns image was much smaller on posters for the movie in China
John has also become an Icon of the Black Lives Matter movement after delivering a fiery speech in London following the unrest in America over the murder of George Floyd by Police officers.