John Boyega stepped down from his role with perfume brand Jo Malone after the company cut him from the Chinese version of an aftershave ad he helped create.
A Star Wars representative said the decision to remove him from the ad was a “mistake”, before writing on Twitter that “trading one’s culture this way is not something I can condone.”
“Their decision to replace my campaign in China with my concepts and to replace a local brand ambassador for me, without my consent or prior notice, was a wrong decision.” Puyega He said.
Boyega has been replaced by Chinese star Liu Haoran for the version in China. Pic: Jo Malone
“ The film celebrated my personal story – showcasing my hometown, including my friends, and showing my family.
“While many brands employ a variety of global and local ambassadors, trading one’s culture in this way cannot be overlooked.”
The London-born actor, who was a world ambassador to Jo Malone, added: “Go back but I assure you that this will be dealt with quickly. I don’t have time for bullshit. We are pushing hard. Stay blessed people.”
Earlier, Jo Malone had apologized after Boyega was removed from the ad after being replaced by Chinese superstar Liu Haoran.
Boyega was recently praised for speaking out in support of Black lives matter Movement after George Floyd was killed while in police custody in the United States.
In June, the 28-year-old stood with protesters in London and delivered a touching speech in Hyde Park, saying he didn’t care if speaking out would harm his career.
Characters from all over Hollywood were quick to publicly support Boyega, who earlier this month accused Disney of marketing his Star Wars character as a VIP before pushing him aside.
Speaking to British GQ, Boyega said Disney gave more “nuances” to his co-stars and suggested that the company doesn’t know how to treat him as a black actor.
This isn’t the first time Boyega has been removed from an advertisement in China.
In Star Wars: The Force Awakens, he played the lead Finn – but despite that, the Chinese posters promoting the movie removed or reduced him and other non-white characters.
Jo Malone’s parent company, Estee Lauder, was contacted for comment.
