To kick off the launch of its new face mask product, the UFO, Swedish beauty startup Foreo put on a wacky performance outside the entrance to the Sands Expo & Convention Center on Tuesday. The company, which partnered with marketing firm Dio to create the spectacle, proudly describes it as what it was: a stunt.
“The PR stunt was designed to be a fun, out-of-this-world activation before the product reveal outside of CES and is not part of the CES experience,” the company said in an email statement to Entrepreneur. That is, despite the fact that it took place right outside CES on the first day of CES, and that the company did it to draw attention to its CES booth inside.
The backdrop and costumes were meant to evoke Area 51, given the product name is UFO. To start, four people stood still, pretending to be paralyzed to represent the lengthy process of applying most face masks in contrast to Foreo’s 20-second app-connected face mask product.
Visitors had to wear a blindfold to enter, not knowing what would happen next, and to add chaos and alarm to the hostage situation of sorts, there were even some chainsaw noises, according to CNET.
Foreo’s UFO has raised more than $890,000 on Kickstarter despite its $20,000 goal and is slated to ship in April.
Watch a video of Tuesday’s stunt posted to Twitter by CNET Executive Editor Roger Cheng below.