World Cup 2014: L’Oréal Cuts Ties with Beautiful Belgium Fan After Hunting Photo

The beauty company cancelled modelling contract 17-year-old World Cup fan Axelle Despiegelaere after her hunting photo provoked criticism and outrage.

The 17-year-old beautiful fan posted a hunting photo captioned: “Hunting is not a matter of life or death. It’s much more important than that… this was about 1 year ago… ready to hunt Americans today haha.” Photo: Axelle Despiegelaere/Facebook

The 17-year-old beautiful fan posted a hunting photo captioned: “Hunting is not a matter of life or death. It’s much more important than that… this was about 1 year ago… ready to hunt Americans today haha.” Photo: Axelle Despiegelaere/Facebook

A beautiful face of Belgian fan Axelle Despiegelaere caught the attention of cosmetics giant L’Oreal after she was pictured in a Belgian “Red Devils” team hat when proudly  supporting her national country in the group stages of the World Cup in Brazil.

The 17 year-old beauty, already dubbed as the “most beautiful” football supporter, became a social media star, receiving more than 200,000 ‘likes’ on her Facebook page in two weeks, leading to the contract as the new face of L’Oréal’s Professionnel series of hair products, reports the Telegraph.

“Made my decision, signed my contract with L’Oreal!,” she posted to her Facebook page on Tuesday. The Internet sensation was ever rumored to become the cosmetics giant’s ambassador, but the company declined the speculations.

As part of the deal, the future model even featured in a “hair tutorial” video, which has been viewed more than a million times since Tuesday. The Belgian teen get a blow dry and a full hair treatment in the salon.

While Despiegelaere may have come out a winner in this year’s World Cup, her national team was not so lucky. After escaping Group H, Belgium went on to beat the U.S. before being defeated by Argentina.

Unfortunately, her dream of becoming a world top model crushed just two days later after she posted a photo of herself next to a dead Oryx antelope while holding a rifle on an African safari hunting trip last year.

The caption, in reference to the World Cup match, read: “Hunting is not a matter of life or death. It’s much more important than that. This was about 1 year ago…ready to hunt Americans today haha.”

The photo sparkled a wave of outrage from fans, and as a result, Axelle even deleted her Facebook page.

“She was perfect until I saw the photo of her next to a dead gazelle she just killed with the caption ‘ready to hunt Americans today haha,’” wrote Brandon Lewis under the L’Oreal video, which posted to YouTube.

After being pressed by the public criticism, the teenager apologized for the published photo, saying: “I didn’t mean to offend anyone… it was a joke. Thanks for understanding.”

Nevertheless, the damage has already been done and L’Oréal has decided to cut ties with Miss Despiegelaere, from West Flanders, though a spokesman insisted that she did not represent the brand and that her contract was “completed”.

Speaking with The Independent a L’Oreal spokesperson claimed: “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.”

However, the spokesperson did not comment on whether the controversial photo was the reason for cancelling Ms. Despiegelaere’s contract. However, the company emphasized the fact that L’Oréal “no longer tests on animals, anywhere in the world, and does not delegate this task to others.”

In 2012, the company donated $1.2million to the U.S. Environmental Protection Agency to help improve the testing of safe chemicals.

L’Oréal is the world’s biggest beauty company known for its multimillion-dollar modeling contracts and high-profile ambassadors, including Jennifer Lopez and Blake Lively.

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