With distinguishing packaging of a cream box tied with a black ribbon, everyone has heard of Jo Malone. With the brand started in 1994 by Jo Malone CBE, the business has gone on to be one of the most well-known candle and fragrance businesses ever.
Since the beginning the brand has been increasingly successful with its first brand ambassador’s being supermodel and musician Karen Elson and Poppy Delevingne. With Delevinge named as the ‘Jo Malone London Girl’ who was seen to embody “sophistication, originality, wit and hospitality”.
Amongst the success, Jo Malone has come under fire after the news that John Boyega has quit as a brand ambassador after only a year.
I have decided to step down as Jo Malone’s global ambassador. When I joined the brand as their first male global ambassador last year, I created the short film we used to launch the campaign. It won the Fragrance Foundation Virtual awards 2020 for Best Media Campaign.
— John Boyega (@JohnBoyega) September 14, 2020
Boyega was seen discussing his decision on Twitter after seeing an advert he starred in and helped to create was remade with a different actor to suit a Chinese market. It’s not unheard of that brands will cater advertisements and content for different markets, however the advert showcased Boyega’s personal story and background.
The advert which won Best Media Campaign in The Fragrance Foundation Virtual awards 2020 depicted Boyega as The London Gent seen in Peckham where he grew up. For the new advert, Chinese actor Liu Haoran was used instead, and followed a similar storyline to that of the original ad.
On Twitter Boyega commented, “Their decision to replace my campaign in China by using my concepts and substituting a local brand ambassador for me, without my consent or prior notice, was wrong. The film celebrated my personal story- showcasing my hometown, including my friends and featuring my family.”
After this decision, Jo Malone removed the film and issued an apology stating, “We deeply apologise for what, on our end, was a mistake in the local execution of a recent Jo Malone London marketing campaign”. Also saying, “The concept for the film was based on John’s personal experience 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 offense was caused.”
Jo Malone London also had to clarify that “Jo Malone CBE left the company in 2006 and has had no involvement in these events.” For perfumer and entrepreneur Jo Malone, these events have affected her personally as people had to be reminded that she sold the brand to Estee Lauder in 1999 and had not been involved with the brand since 2006.
Differentiating the brand from the person
In an interview on Lorraine, Jo Malone commented, “It’s been done in my name, but also people think it’s me. The brand that I started at that kitchen sink bears none of my spirit and personality and today I would say has nothing to do with me at all”. She explained how the situation had left her feeling ‘humiliated’ and ‘totally alone’.
As we have seen this year, cancel culture is very much alive with many celebrities and influencers being ‘cancelled’ on social media. Like most of these Jo Malone experienced trolling herself and took to her social media platforms in order to save her reputation.
Since selling the company, she has gone on to write a book titled, ‘Jo Malone: My Story’ about how the business was originally created and in 2013 set up a new company, Jo Loves.
If these series of events proves anything, it’s that behind every brand is a person, someone who has created a company and has built up a reputation and name for themselves.
Neve Gordon-Farleigh
Featured image courtesy of @bibipace via Unsplash. Image license can be found here. No changes were made to this image.