When an image of a Belgium fan went viral, the 17-year-old received the opportunity of a lifetime to model for cosmetic giant L'Oreal.
It's that easy, right?
After Axelle Despiegelaere was spotted during Belgium's match against Russia, L'Oreal made her its star of the day.
It didn't stop there, though.
When she returned to Belgium from Brazil, Despiegelaere was cast in a promotional video for L'Oreal Professionnel Belgique.
Update, July 11: This positive story took a turn for the worse when pictures of Despiegelaere on a hunt with a dead oryx emerged.
The Independent adds that no sooner had Despeigelaere been featured by L'Oreal than her contract was terminated.
The paper reports a spokesman saying:
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."
If ever there were a story to show the power of viral images—for good and bad—then this it.