Jo Malone denounces the John Boyega decision of his old brand

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Jo Malone has not been involved in his old business since 2006


Jo Malone has criticized the fragrance brand bearing his name for treating actor John Boyega.

Malone is no longer personally associated with the company, having sold it to Estee Lauder in 1999.

The company, Jo Malone London, has apologized after replacing the Star Wars actor in an after-shave commercial for the Chinese market.

“I’m so horrified and disgusted with what was done to John,” Malone told Lorraine on Friday.

“How dare anyone treat him [like that], and he discovers that he is replaced on social networks?

“They never spoke to him. This to me is utterly contemptible and disgusting. “

  • John Boyega steps down as Jo Malone over commercial
  • Perfume brand apologizes to John Boyega for reduced advertising

Jo Malone London has remade the Star Wars actor’s commercial in his hometown of London for broadcast in China.

While the storyline for the aftershave ad – which was originally conceived and directed by the British star – has remained largely the same, it has seen it replaced by another actor, Liu Haoran.

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Media legendFind the difference: the John Boyega ad and the Chinese version

The original version, titled London Gent, showed Boyega hanging out with his friends and family in Peckham, where he grew up, but they were also removed from the Chinese public.

Boyega resigned from his post as company ambassador to protest his decision.

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PA Media

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John Boyega starred in The Force Awakens and The Last Jedi


The company apologized to Boyega on Monday, saying, “We deeply apologize for what, on our side, was a mistake in the local execution of the John Boyega campaign. ”

Jo Malone London reiterated her apologies on Thursday, adding that the founder had not been involved in her former business since 2006.

Former owner Malone expressed dismay at being drawn into the situation on social media earlier this week.

Speaking to Lorraine on Friday, she added: “From a personal perspective, I feel heartbroken and don’t know who to turn to. ”

“It went global and my name was associated,” she continued. “It was done on my behalf but people also think it’s me. ”

“If I had been in these shoes, I promise you, John, that wouldn’t have happened,” she said.

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Getty Images

Legend

A Jo Malone perfume and scented candles London store at Shanghai Hongqiao International Airport


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