×
3 307
Fashion Jobs
AESOP
Retail Consultant | Aesop Stockbridge, Edinburgh | Part Time
Permanent · Edinburgh
TK MAXX
tk Maxx - Loss Prevention Officer - Full Time - Twickenham
Permanent · London
TK MAXX
tk Maxx - Loss Prevention Officer - Full Time - Dagenham
Permanent · Dagenham
HOLLISTER CO. STORES
Hollister CO. - Graduate Manager in Training, George Street
Permanent · Edinburgh
HOLLISTER CO. STORES
Hollister CO. - Graduate Manager in Training, Braehead
Permanent · Renfrew
DR. MARTENS
Vat And Compliance Accountant
Permanent · LONDON
AESOP
Retail Consultant | Aesop Covent Garden, London | Part Time
Permanent · London
SELFRIDGES
Personal Shopping Consultant
Permanent · MANCHESTER
SELFRIDGES
Personal Shopping Consultant- Mandarin, Cantonese or Thai Speaking
Permanent · MANCHESTER
CANADA GOOSE
Security Ambassador- Part Time
Permanent · MANCHESTER
CLARKS
Senior Treasury Finance Manager
Permanent ·
JOHN LEWIS
Loss Prevention Partner
Permanent · HIGH WYCOMBE
JOHN LEWIS
Loss Prevention Partner
Permanent · HORSHAM
JOHN LEWIS
Loss Prevention Partner
Permanent · OXFORD
BOOHOO GROUP
Warehouse Operative
Permanent · BURNLEY
BOOHOO GROUP
Warehouse Operative 06.00 - 14.00
Permanent · CRICK
BOOHOO GROUP
Warehouse Operative - t2p Only
Permanent · CRICK
BOOHOO GROUP
Warehouse Operative 18.00 - 02.00
Permanent · CRICK
NEXT
Delivery Coordinator - Bristol Imperial Park
Permanent · BRISTOL
NEXT
Delivery Coordinator - Newton Abbot
Permanent · KINGSTEIGNTON
NEXT
Sales Coordinator - Torquay
Permanent · TORQUAY
NEXT
Delivery Coordinator - Torquay
Permanent · TORQUAY
Ads
Published
Sep 14, 2020
Reading time
2 minutes
Share
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

Jo Malone London apologises to John Boyega over Chinese ad

Published
Sep 14, 2020

Jo Malone London has ridden into a storm after cutting brand ambassador John Boyega out of an ad campaign shown in China.


John Boyega is a global ambassador for Jo Malone London - DR



The company replaced him with Liu Haoran and reshot an existing ad for the Chinese market. On the surface, that could be said to be a logical localisation of the campaign for China. But the fact that Boyega conceived and directed the original ad and that the original multicultural cast was transformed to feature no black cast members for the Chinese version, has come in for understandably heavy criticism.

The Estée Lauder-owned perfumery brand has now apologised to Boyega about the London Gent ad that had aired last year and had been all about Boyega walking around London’s Peckham, riding a horse, dancing and hanging out with friends and family.

“We deeply apologise for what on our end was a mistake in the local execution of the John Boyega campaign,” it said in a statement given to Hollywood Reporter. “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.”


 



The company has removed the Chinese version of the campaign and said it recognised the offence that was caused. It added that “we are taking this misstep very seriously and we are working together as a brand to do better moving forward.”

Boyega, who was named male global ambassador for the beauty brand last year, said the advert was deeply personal. Reportedly, he hadn’t known about the recasting.

It's not the first time that the colour of his skin has seen him being downplayed in marketing campaigns. The decision to replace him for the Chinese market follows a 2015 Star Wars: The Force Awakens Chinese poster in which his character was made less prominent than in the original poster.

Copyright © 2023 FashionNetwork.com All rights reserved.