John Boyega terminated his partnership with British perfumer Jo Malone after learning that a Chinese actor had replaced him in an ad.
In tweets posted on Monday, the “Star Wars” actor recalled creating the short film when he joined the company as its first male global ambassador last year.
The ad, titled “A London Gent
,” won Best Media Campaign in the 2020 Fragrance Foundation Virtual Awards, and celebrated Boyega’s personal story.
So when Jo Malone decided to cast Chinese actor Liu Haoran for a new version of the ad — allegedly without his consent — he had to call it quits.
Boyega’s resignation received plenty of support.
“Thank you for using your voice to raise awareness and vocalise your decision. We have so much respect for you,” wrote
one Twitter user.
, “You deserve better than what they did. This is the right decision and I hope better brands will pick you up for your creativity.”
In a statement on Monday, Jo Malone London announced that it had removed the Chinese ad and apologized for causing offense.
“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 London said.
The company also tweeted
, how it respected “John’s decision”
and wished him the best.
Users continued to criticize the company following its apology.
“Y’all are so wack for this move. I’ve worn your fragrances for years. Incredibly disappointing,” one commented.
Another wrote, “After all that, after blatant daylight robbery of his personal and, quite frankly, more moving ad, this apology is mere pittance. Wow. I’m appalled.”