WASHINGTON, July 15, 2014 — Belgian teenager Axelle Despiegelaere who caught international attention when television cameras zoomed in on her in the crowd of a World Cup soccer game has had, and lost, her 15 minutes of fame.
Photos of Axelle went viral on the Internet and social media, prompting French company L’Oreal to snag her for a modeling contract.
L’Oreal made a hair care commercial with Axelle, which garnered more than two million hits on YouTube.
However, a few days later, L’Oreal ended its relationship with Despiegelaere. A short statement from the company said, “L’Oreal 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.” It confirmed that Despiegelaere would no longer be associated with L’Oreal, but did not provide any additional explanation.
The move did, however, coincide with a photo and caption Axelle posted on her professional Facebook page. The posting, under a photo of a gazelle she shot, said, ‘Hunting is not a matter of life or death. It’s much more important than that…ready to hunt Americans today haha’
The posting has since been removed.
L’Oreal has not confirmed or denied that the posting ended Axelle’s affiliation with the company, but L’Oreal has vocally supported animal-free testing.