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Why Jo Malone’s “London Gent” Advertisement Backfired

If John Boyega’s successful Jo Malone campaign hinged on authenticity and diversity, the brand’s Chinese version exuded the exact opposite.

Why Jo Malone’s “London Gent” Advertisement Backfired
If John Boyega’s successful Jo Malone campaign hinged on authenticity and diversity, the brand’s Chinese version featuring Liu Haoran (above) exuded the exact opposite. Photo: Screenshot

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