JOHN BOYEGA has stepped down from his global ambassador role at Jo Malone after it cut him from the Chinese version of an aftershave advert he helped create.
The British actor (pictured), best known as Finn in Star Wars, said the perfume brand’s decision was ‘wrong’, for ‘dismissively trading out one’s culture’.
Jo Malone had earlier apologised after replacing him with Chinese star Liu Haoran in a re-shot advert, which has been removed.
Announcing his departure, Boyega, 28, tweeted: ‘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.
‘The film celebrated my personal story — showcasing my hometown, including my friends and featuring my family. While many brands understandably use a variety of global and local ambassadors, dismissively trading out one’s culture this way is not something I can condone.’
Boyega previously accused Disney of giving more ‘nuance’ to his non-black co-stars than to his character in Star Wars.
Jo Malone’s parent firm Estee Lauder was contacted for comment.