A series of mysterious video teasers shared with, and by, the who’s-who of the region over the past few weeks have been revealed as the handiwork of beauty tech giant FOREO.

The videos showing out-of-this-world sightings and otherworldly occurrences are a build up to the Sweden-based skincare and wellness brand’s official launch of its latest innovation to the Middle East region. They allude to something out-of-this-world coming and, now, confirm that all will be revealed on 31 October 2018.

“In the world’s fastest-growing beauty and personal care market, Middle Eastern consumers have come to expect that brands in this area behave in a particular way. Appreciating the need to be bold to stand out and in keeping with the essence of our brand, we wanted to do something unexpected and to take people on an exciting journey with us, as we bring our latest product to the region officially.” says Ryan Saddik, FOREO MEA Regional Manager.

It all started with three well known influencers; Hadia Ghaleb, Mimi Eswaratti and Maya Ahmad, having their desert spa retreat, dramatically interrupted. This first teaser shows their journey into the desert being put to an abrupt halt when something “lands” behind their vehicle.

This was followed by two more videos, each showing sightings of Unidentified Flying Objects in parts of Dubai – first above a beach and then a park.

Classified investigation files into the strange occurrences were also leaked, spurring further debate about what this could all be about and instigating a mysterious phone call to a popular radio station confirming only that what is coming, is a future obsession.

Founded in 2013, FOREO is known for reinventing the world of skin and oral care through smart Swedish design that enables the creation of never-before-seen solutions. FOREO’s goal is to continue to innovate and develop class leading products that make users look good and feel confident regardless of their age, race or gender. The brand embodies this philosophy in all that it does, and has become known for its interesting, resonant and disruptive approach.

Saddik continues “Confidence is a core belief of the brand, another reason we decided on this unconventional method to telling our brand story. Inspired by the innovative design and exceptional performance of our products. We’re always looking to create ideas that provoke positively. We feel it is important to recognize the significance of this Middle East launch for us and our stakeholders, with an incredible experience and this exciting build-up is just the beginning!”.


Sweden-based FOREO aims to empower you to brighten your life, by offering a new standard of beauty and wellbeing solutions to a wider audience than ever before. Our approach is a bold one: we don’t just improve existing designs; we tear them down completely and restart from the ground up – ensuring the best solutions are not reserved for the wealthy few. That’s also why we’re called FOREO, short for “For Every One.” We create groundbreaking, accessible solutions that bring happiness and benefit to everyday lives, at a fraction of the cost of professional treatments. We’re here to promote self-confidence: when you feel good, you look good – and our mission is complete.

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