British perfume brand Jo Malone London has issued an apology to John Boyega for dropping an advertisement created for him and replacing him with a Chinese actor.
Boyega was named as the company’s first male global ambassador last year.
The firm re-shot a personal video made by the Star Wars actor in his home town of London, for the Chinese market.
“There was a mistake in the local execution of the John Boyega campaign,” the statement said.
Boyega’s sister Grace posted the Chinese version of the advertisement In a Twitter response.
Jo Malone London, owned by Estee Lauder, stated that the ad re-shoot was a “wrong”, “painful” and a “crime”.
While the script for Aftershave Commercial – originally directed and directed by the British star – remained largely the same, it was replaced by another actor, Liu Haran.
The original version, titled London Gent, featured Boyke walking with friends and family in Pekam, where he grew up, but was also dropped for Chinese audiences.
‘Taking this evil practice very seriously’
In a statement by The Hollywood Reporter, Joe Malone London said: “John is a great artist with great personal vision and direction. The concept of the film was based on John’s personal experiences and should not be repeated.
“When we immediately took action and removed the local version of the campaign, we believe it was painful and that it was the cause of the crime,” it said.
“We honor John, and support our colleagues and fans globally. We are taking this wrong step very seriously and we are working together as a brand to get better.” ”
Both John Boyega and Jo Malone London have been contacted by the BBC for comment.
Joe Malone sold his business to Estée Lauder in 1995 and remained as creative director until he left in 2006. Now the one who owns Loves.
This is not the first time Boyega has reduced editing for the Chinese market.
There was controversy in 2016 when Disney unveiled a re-version movie poster for Star Wars: The Force Awakens in China.
Boyega’s new lead character Finn was smaller in size than the original poster.
Earlier this month, Star called on film companies to “push black actors to the side”.
Writer, actor and director; Including JK Rowling and Jordan Peel, the summer praised the 28-year-old for his emotional speech in protest against Black Lives Matter.
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