Boyega was swapped in Jo Malone's Chinese campaign with Chinese actor Haoran Liu, without notice from the brand.
LONDON — Following being swapped in Jo Malone’s Chinese marketing campaign with Chinese actor Haoran Liu, without notice from the company, John Boyega publicly announced on Twitter that he has resigned from his role as the first male brand ambassador for The Estée Lauder Cos. Inc.-owned British firm.
The “Star Wars” actor filmed the “London Gents” campaign, which won the Fragrance Foundation Virtual Awards 2020 for Best Media Campaign, for the brand last year in his new house in Peckham, south London. The brand had earlier issued a statement apologizing to Boyega. “We deeply apologize 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,” Jo Malone said.
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