LAST YEAR, luxury fragrance brand Jo Malone London announced John Boyega as their first male ambassador, a partnership which saw Boyega as ‘The Jo Malone London Gent’ across various campaigns and advertisements.

As part of this collaboration, Boyega wrote and directed a short promotional film entitled, London Gent which saw the Peckham-born actor reminisce on memories amongst his real-life family and closest friends. The short-film even went on to win The Fragrance Foundation Virtual Award 2020 for Best Media Campaign.

However, the Detroit star was replaced by Chinese actor Liu Haoran despite conceiving the short film in the first place. The new advertisement not only axed Boyega but also featured no black individuals.

We deeply apologise for what, on our end, was a mistake in the local execution of the John Boyega campaign

Jo Malone statement

This replicated short-film received mass criticism on social media, with many assuming the action to be another example of anti-black prejudice in China. On top of this, Boyega wasn’t made aware of the commercial reproduction and reportedly found out via social media.

Prominent

Anti-black racism in China has been become increasingly prominent in recent years. In 2016, a Chinese laundry detergent advert caused widespread outrage after it featured a black man turning white after being pushed into a washing machine. 

I don’t have time for nonsense. We press on and strong. Stay blessed people.

John Boyega

Jo Malone London have since issued an apology to Boyega on their US site, calling the ordeal a “misstep”.

“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.”

“While we immediately took action and removed the local version of the campaign, we recognize that this was painful and that offense was caused.”

Partners

“We respect John, and support our partners and fans globally. We are taking this misstep very seriously and we are working together as a brand to do better moving forward.”

Boyega has always been outspoken towards the racism and marginalisation he has experienced throughout his career; particularly so during his time on Star Wars. When his casting was announced in 2015’s The Force Awakens, he was subject to blatant racist backlash from some Star Wars fans.

In an interview with British GQ, he said explained how this experience prompted his recent turn toward activism.

Unique

“I’m the only cast member who had their own unique experience of that franchise based on their race… You realize, ‘I got given this opportunity but I’m in an industry that wasn’t even ready for me.’ Nobody else in the cast had people saying they were going to boycott the movie because [they were in it].

“Nobody else had the uproar and death threats sent to their Instagram DMs and social media, saying, ‘Black this and black that and you shouldn’t be a Stormtrooper.’ Nobody else had that experience. But yet people are surprised that I’m this way. That’s my frustration.”

Boyega has since announced his decision to step down as Jo Malone’s globalambassador on Twitter. He tweeted: “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.”