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 and Style
ebookNow available in paperback
ebooks
ebookA delicious collection of 50 meaty main courses
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
SPONSORED FEATURES
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

ES Rentals

    iJobs Job Widget
    iJobs Fashion

    Recruitment Genius: Telesales Executive - OTE £25,000

    £13000 - £25000 per annum: Recruitment Genius: Would you like to be part of a ...

    Recruitment Genius: 1st Line Technical Support Engineer

    £19000 - £23000 per annum: Recruitment Genius: This IT and Telecoms company ar...

    Recruitment Genius: Assistant Manager - Visitor Fundraising

    £23000 per annum: Recruitment Genius: The Visitor Fundraising Team is responsi...

    Recruitment Genius: Developer

    £30000 - £35000 per annum: Recruitment Genius: This is an opportunity to join ...

    Day In a Page

    The Silk Roads that trace civilisation: Long before the West rose to power, Asian pathways were connecting peoples and places

    The Silk Roads that trace civilisation

    Long before the West rose to power, Asian pathways were connecting peoples and places
    House of Lords: Outcry as donors, fixers and MPs caught up in expenses scandal are ennobled

    The honours that shame Britain

    Outcry as donors, fixers and MPs caught up in expenses scandal are ennobled
    When it comes to street harassment, we need to talk about race

    'When it comes to street harassment, we need to talk about race'

    Why are black men living the stereotypes and why are we letting them get away with it?
    International Tap Festival: Forget Fred Astaire and Ginger Rogers - this dancing is improvised, spontaneous and rhythmic

    International Tap Festival comes to the UK

    Forget Fred Astaire and Ginger Rogers - this dancing is improvised, spontaneous and rhythmic
    War with Isis: Is Turkey's buffer zone in Syria a matter of self-defence – or just anti-Kurd?

    Turkey's buffer zone in Syria: self-defence – or just anti-Kurd?

    Ankara accused of exacerbating racial division by allowing Turkmen minority to cross the border
    Doris Lessing: Acclaimed novelist was kept under MI5 observation for 18 years, newly released papers show

    'A subversive brothel keeper and Communist'

    Acclaimed novelist Doris Lessing was kept under MI5 observation for 18 years, newly released papers show
    Big Blue Live: BBC's Springwatch offshoot swaps back gardens for California's Monterey Bay

    BBC heads to the Californian coast

    The Big Blue Live crew is preparing for the first of three episodes on Sunday night, filming from boats, planes and an aquarium studio
    Austin Bidwell: The Victorian fraudster who shook the Bank of England with the most daring forgery the world had known

    Victorian fraudster who shook the Bank of England

    Conman Austin Bidwell. was a heartless cad who carried out the most daring forgery the world had known
    Car hacking scandal: Security designed to stop thieves hot-wiring almost every modern motor has been cracked

    Car hacking scandal

    Security designed to stop thieves hot-wiring almost every modern motor has been cracked
    10 best placemats

    Take your seat: 10 best placemats

    Protect your table and dine in style with a bold new accessory
    Ashes 2015: Alastair Cook not the only one to be caught in The Oval mindwarp

    Cook not the only one to be caught in The Oval mindwarp

    Aussie skipper Michael Clarke was lured into believing that what we witnessed at Edgbaston and Trent Bridge would continue in London, says Kevin Garside
    Can Rafael Benitez get the best out of Gareth Bale at Real Madrid?

    Can Benitez get the best out of Bale?

    Back at the club he watched as a boy, the pressure is on Benitez to find a winning blend from Real's multiple talents. As La Liga begins, Pete Jenson asks if it will be enough to stop Barcelona
    Athletics World Championships 2015: Beijing witnesses new stage in the Jessica Ennis-Hill and Katarina Johnson-Thompson heptathlon rivalry

    Beijing witnesses new stage in the Jess and Kat rivalry

    The last time the two British heptathletes competed, Ennis-Hill was on the way to Olympic gold and Johnson-Thompson was just a promising teenager. But a lot has happened in the following three years
    Jeremy Corbyn: Joining a shrewd operator desperate for power as he visits the North East

    Jeremy Corbyn interview: A shrewd operator desperate for power

    His radical anti-austerity agenda has caught the imagination of the left and politically disaffected and set a staid Labour leadership election alight
    Isis executes Palmyra antiquities chief: Defender of ancient city's past was killed for protecting its future

    Isis executes Palmyra antiquities chief

    Robert Fisk on the defender of the ancient city's past who was killed for protecting its future