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John Boyega quits Jo Malone after being replaced in Chinese commercial

September 15, 2020. Summarized by summa-bot.

Actor John Boyega has ended his association with perfume brand Jo Malone after the company controversially cut him from a commercial for the Chinese market.

London (CNN Business)Actor John Boyega has ended his association with perfume brand Jo Malone after the company controversially cut him from a commercial for the Chinese market.

Boyega, 28, created the short film himself but was replaced by actor Liu Haoran for the Chinese version, a decision the "Star Wars" actor said was "wrong" in a Twitter thread announcing his resignation Monday.

"Their decision to replace my campaign in China by using my concepts and substituting a local brand ambassador for me, without either my consent or prior notice, was wrong," wrote Boyega, adding that the film celebrated his personal story and featured his family and friends.

Jo Malone, which is owned by beauty group Estée Lauder, said last year that everyone in the commercial was hand-picked by the actor.

And for John, the most potent memories always bring him home," the company said when the commercial was released.

"John Boyega is an incredible talent, artist and person and we were proud to have him as part of our Jo Malone London family," wrote the company on Twitter following Boyega's statement.

On Saturday, in a statement to The Hollywood Reporter, Jo Malone London said that the Chinese market version of the commercial was a mistake.

"We deeply apologize for what, on our end, was a mistake in the local execution of the John Boyega campaign," Jo Malone London said.

"What I would say to Disney is do not bring out a Black character, market them to be much more important in the franchise than they are and then have them pushed to the side," he said in an interview with GQ UK.

Boyega has been an important voice in the recent Black Lives Matter protests, making an emotional speech at a demonstration in London in June.

"Black lives have always mattered," Boyega said at the rally.

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