British perfumer Jo Malone slammed her former company over the John Boyega advert drama as she spoke to Lorraine Kelly on her ITV show today.
Jo’s appearance on the show comes after actor John Boyega announced he has stepped down as global ambassador for Jo Malone London after being replaced in an advert he made for the company for the Chinese market.
The Star Wars and Pacific Rim star, 28, took to Twitter to tell fans that he would no longer be working in the role after the brand edited the ad John had made for them.
John had made the ad as a video personal to him, set in his home city of London, but it was re-shot for the Chinese market.
Lorraine Kelly was back on our screens on Friday to present her popular ITV talk show (Image: ITV)
Fans of the Hollywood star were angry about the decision by the brand, but much of the backlash landed on the original founder, Jo Malone, who hasn’t had any involvement with the brand since 2006 after selling it to Estee Lauder Companies Inc.
Speaking about the backlash with Lorraine, Jo, who sold the company in 1999 and left in 2006, said: “I’m horrified disgusted what has been done to John
“That’s why I’m sitting here, otherwise things won’t change.
“I’m heartbroken my name has been associated with it. People think it’s me.”
“Lorraine you know me, nothing resembles me.”
Jo Malone hasn’t had any involvement with Jo Malone London since 2006 after selling it to Estee Lauder Companies Inc (Image: ITV)
She added: “If I’d been there, promise you John it would have never happened
“I don’t have anything to do with the brand anymore Lorraine.”
Jo went on to reveal that she will fight to her her reputation back.
She said: “I didn’t sell my name, I sold a business.
“There is a big lesson that if you sell business with your name on it, there are responsibilities with you for life.”
Hollywood star John Boyega announced he had stepped down as global ambassador for Jo Malone London after being replaced in an advert made for the Chinese market (Image: REUTERS)
“I will fight, fight for my reputation back. I’m humiliated
John put his creativity, life story in the advert, how dare treat him like that
“He found out he was replaced on social media, it was disgusting.”
Jo went on to reveal that she is yet to receive an apology from Jo Malone London.
While largely following a similar script, John had been replaced by Chinese actor Liu Haoran in the re-shot version.
Jo told Lorraine that she is “disgusted” at the way John has been treated (Image: ITV)
The re-edited version has since been taken down from its Chinese ad campaign with Jo Malone saying in a statement: “We deeply apologise for what, on our end, was a mistake in the local execution of the John Boyega campaign.”
In another statement, issued by Jo Malone to The Hollywood Reporter, the company said: “John is a tremendous artist with great personal vision and direction.
“The concept for the film was based on John’s personal experiences and should not have been replicated.
“While we immediately took action and removed the local version of the campaign, we recognise that this was painful and that offence was caused.
“We respect John, and support our partners and fans globally. We are taking this misstep very seriously and we are working together as a brand to do better moving forward.”
Lorraine airs weekdays on ITV at 9am
Source: Celebrities - dailystar.co.uk
