Vichy x Dercos: Parisian Gateway Transformation

Fooh concept details:

In this striking FOOH (Fake Out of Home) campaign, Vichy Laboratoires transforms a historic Parisian archway into a dramatic billboard for their Dercos anti-dandruff shampoo. The advertisement showcases before-and-after imagery with flakes visibly disappearing from the female model's hair, while the central Dercos bottle stands prominently against a lemon backdrop—highlighting the product's citrus ingredients. The messaging boldly claims "100% elimination of visible flakes from first use" in French, with the architectural grandeur of the gateway framing the modern health solution, creating a powerful contrast between Paris's classical beauty and contemporary haircare technology.