The competition is not even over and the company has already shot a video where Axelle is doused in its products, uploaded it to YouTube and received over two million hits. Such is the speed at which marketing now works.
But the flame that burns twice as bright burns half as long: Axelle's fledgling modelling career is already finished, after images of her posing next to dead animals on the African savannah with a rifle and a smile as big as she wore at the football.
She defended her actions, sort of, by posting: "Hunting is not a matter of life or death. It's much more important than that." But Twitter and Facebook have been alight with criticism from animal rights campaigners.
Now, L’Oréal Professionnel Belgium has not said explicitly that it dropped her because of those images, but it told The Independent that it had simply "collaborated with her on an ad hoc basis to produce a video for social media use in Belgium. The contract has now been completed".
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