Controversies
Controversies tied to this brand in public sources. A listing is not a finding of fault.
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2020
John Boyega advertisement replacement dispute
Jo Malone London reused the creative concept and narrative of an advertisement made by John Boyega but produced a China-facing version with a different actor without his consent. The company apologized and called the decision a mistake. Boyega resigned from his global ambassador role, and the incident generated criticism concerning creative ownership, representation, and inconsistent treatment across markets. A localized Jo Malone advertisement for China replaced elements of John Boyega’s original campaign, leading to accusations of racism, cultural appropriation, and inadequate global marketing oversight. The brand apologized and removed the material.
2020
John Boyega campaign adaptation dispute
After John Boyega created and directed a Jo Malone campaign, the brand produced a similar version for the Chinese market featuring Liu Haoran and replaced the original ambassador. Boyega said the concepts were used without his consent or advance notice and resigned. Jo Malone apologized. Jo Malone adapted a campaign created by John Boyega for the Chinese market, using similar creative elements with actor Liu Haoran. Boyega said the reuse occurred without his consent or advance notice and resigned as global ambassador. The brand apologized. Coverage criticized the incident as a failure involving creative attribution, representation, and international campaign governance. Jo Malone recreated a campaign for the Chinese market using similar concepts and visual elements to a film created and directed by John Boyega, while substituting Liu Haoran as the featured actor. Boyega said the change was made without his consent or advance notice and resigned from his global ambassador role. The brand apologized. Coverage criticized the handling of creative ownership, representation, and international campaign localization.
2020
John Boyega campaign replacement controversy
Jo Malone London faced criticism after a campaign featuring John Boyega was remade for China with Liu Haoran replacing Boyega while reportedly retaining much of the original concept. Coverage described accusations involving cultural appropriation, racial insensitivity, and poor global marketing governance. John Boyega subsequently dropped his relationship with the brand.
2020
Jo Malone London apologizes over China campaign edit
Company response
Jo Malone London apologized after the China version of an advert featuring John Boyega was re-shot with local actor Liu Haoran, removing Boyega and his friends and family. The company said it removed the local campaign version and described the edit as a mistake.
Jo Malone London apologized after its China version of an advert featuring John Boyega was re-shot with local actor Liu Haoran and removed Boyega and his friends and family. The company said it removed the local campaign version and described the edit as a mistake.
Company response
Apology — Jo Malone London
The company have since issued a statement on what they described as “a mistake in the local execution of the John Boyega campaign”, saying they “deeply apologise”.
Remediation — Jo Malone London
“While we immediately took action and removed the local version of the campaign, we recognize that this was painful and that offense was caused,”
Source excerpt
Perfume brand Jo Malone London has apologised for removing John Boyega from an advert in China.
“While we immediately took action and removed the local version of the campaign, we recognize that this was painful and that offense was caused,”
However, the Chinese version of the advert was re-shot with local actor Liu Haoran, while Boyega’s friends and family that featured in the original were also removed.