L'Oreal cuts ties with Belgium supporter Axelle Despiegelaere after hunting trip photographs
L'Oreal confirms Axelle Despiegelaere's contract with the French beauty behemoth has "been completed"
French cosmetics giant L'Oréal has cut its ties with a Belgian football fan it had scouted as a hair model in the stands in Brazil after pictures of her on a big game hunting trip sparked outrage online.
Seventeen-year old Axelle Despiegelaere made headlines after she was photographed during the World Cup and was dubbed the "most beautiful" football supporter.
The photographs not only went viral, but also landed her a contract to star in a L’Oréal Professionnel Belgique social media campaign, including a "hair tutorial" video that sees her getting a L'Oreal hair treatment and has received more than one million views since it was posted on Tuesday.
However, the French company has decided to cut ties with Ms Despiegelaere, insisting that she is not a spokesperson for the brand and her contract has been "completed". The announcement comes after a series of photographs on Facebook showed her posing next to a dead animal while holding a rifle on a hunting trip.
A L'Oreal spokesperson told The Independent: "L’Oréal Professionnel Belgium collaborated with her on an ad hoc basis to produce a video for social media use in Belgium. The contract has now been completed."
The spokesperson said that, although the brand was aware of the photograph, it would not comment on whether this was behind the decision to terminate Ms Despiegelaere's contract. However, they were keen to stress that L'Oréal "no longer tests on animals, anywhere in the world, and does not delegate this task to others."
L'Oréal is the world's biggest beauty company with a cosmetics empire ranging from make-up to hair and skin products. It also known for its multi-million dollar modelling contracts and high-profile ambassadors, including Jennifer Lopez and Blake Lively.
Life & Style blogs
'Timeless fashion': It may be a paradox, but the industry loves it
The secret to a great sex life revealed: Two cups of coffee a day
New exhibition celebrates the evolution of swimwear
What do the emoji on Snapchat mean?
Teenager tries to buy elderly homeless man breakfast at McDonald's but is told homeless people cannot be served under 'new policy'
- 1 Isis 'jihadi bride' claims forced sex with Yazidi girls is never rape because Koran condones it
- 2 Woman accidentally shoots herself in the head while posing for a selfie
- 3 Art Garfunkel calls Paul Simon a 'monster' with a Napoleon complex
- 4 Isis burns woman alive for refusing to engage in 'extreme' sex act, UN says
- 5 Puerto Rico, island of lost dreams: People are leaving the debt-hit territory in droves as near neighbour Cuba's star rises
£40-50K: Guru Careers: We are seeking an experienced Software / C# Developer w...
£35 - 40k + Benefits: Guru Careers: We are seeking a Software Developer (JavaS...
£18000 - £23000 per annum + Commission: SThree: As a Trainee Recruitment Consu...