Every once in a while, we get to put on purple wigs and white boots and have some out-of-this-world fun! That’s what happened yesterday at the kickoff to CES 2018.

To promote its latest beauty device, the UFO, FOREO devised an ‘Area 51’-esque theatrical experience to captivate CES attendees.

Leveraging a huge trade show like CES was a great way to garner attention for FOREO’s growing brand.

The experience began outside The Sands. Four ‘paralyzed’ individuals stood still and motionless due to the time constraints of using a traditional facial mask. A motorcade of premium black SUVs adorned with “Caution” signs rolled onto the scene. This put CES attendees and media at high alert! In a performance, ‘paparazzi’ swarmed the vehicles in an attempt to see who might be inside. Emerging were ‘mad scientists’ and a crew of security officers dressed in black, who inspected the ‘paralyzed’ talent and threw caution tape over them to create an alarming stir.

Excitement from the crowd grew: “What’s going on?” “Who’s coming?” “OMG, look!”

Finally, three sexy aliens appeared. Something big has landed!

Everyone was wondering, #WhatTheFOREO?!

The PR stunt finished in a procession to the very secure FOREO booth, located in Hall C-Sands Expo Convention Center, number 43534.

CNET’s Roger Cheng does a fabulous job depicting the fear and confusion FOREO is creating at their booth. Only the brave will enter!

Through this entire CES experience, FOREO is making it clear that beauty and tech are colliding. And this young, challenger brand is not going to tread lightly into their future.

Trade show booth
trade show booth
trade show booth
trade show booth

Does this make the hairs on your neck stand up? Then, perhaps it’s time for you to consider a head-turning, heart-pounding trade show experience of your own!

Sweden-based FOREO aims to empower you to brighten your life. The belief that confidence makes life more vibrant is behind everything we do, and that’s what keeps us working hard to create pioneering products that have a positive impact on your well-being, promoting self-confidence. Our approach is a bold one: we don’t just improve existing designs; we tear them down completely and restart from the ground up. This creative destruction is at the heart of what we do and is reflected in our unique product designs.

Read the full case study.