She was the Belgian beauty who was handpicked from the World Cup stadium stands by L'Oreal and handed a modelling contract.
But it seems Axelle Despiegelaere's contract with the global beauty brand is no more, after a flood of global social media criticism targeted her for posting photos of hunting the Oryx Gazelle in Africa.
The post on her Facebook page 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."
Footage of Despiegelaere was broadcast across the globe at the Belgium v USA World Cup game when she was picked out by cameras adopting what TV insiders call, the 'honey shot' technique.
Shortly after, Vines and pictures of the 17-year-old went viral it was reported that the global cosmetics brand had offered Despiegelaere a contract.
However, as the image of Despiegelaere hunting in Africa spread her adoring social media fans began to turn.
In response Despiegelaere responded on Facebook: "Hi, I didn't mean to offend anyone ... it was a joke. Thanks for understanding."
A L'Oreal spokesperson has since responded that the collaboration was on an "ad hoc basis to produce a video for social media use in Belgium. The contract has now been completed."
L'Oreal, which has come under critcism for testing comestics on animals in China, would not comment on whether the hunting photo was responsible for the end of the collaboration with Despiegelaere, however a spokesperson said L'Oreal "no longer tests on animals, anywhere in the world, and does not delegate this task to others."
- Sydney Morning Herald
2010 marks 150 years since the formation of the first militia units in Southland and Otago.
We remember those who have served their country
Take a look back at the devastating 1984 floods in the south