FOREO Launches Revolutionary UFO Smart Mask in the Middle East

Dubai, United Arab Emirates: Swedish beauty giant FOREO celebrated the Middle East launch of its latest innovation, the UFO (Ur Future Obsession) at a dazzling event in Dubai this evening.

The launch event gathered the who’s-who of the region at the V Hotel Dubai on Sheikh Zayed Road and immersed them in a piece of intergalactic theatre, to usher in the future of beauty. The event brings full circle the mysterious Area 51 style campaign and teaser build up that had come before.

Otherworldly hostesses welcomed guests and transported them into a hazy and slightly disorienting holding area where registration was conducted. A sudden black out and silencing of music pre-empted a dramatic opening of a doorway to an interstellar world. 

Guests, including press, influencers, celebrities and brand partners, who had been selected to witness the milestone occasion found themselves captivated by a dreamy alien landscape of beautiful neon creatures, exquisite refreshments and engaging entertainment, all set to the enchanting beats of the Middle East’s Favorite Female DJ, Sabrina Terence.

With the room full and buzzing, attendees were once again plunged into darkness unexpectedly. They were then slowly brought back to light as the various treatment actions of the FOREO UFO were emulated through light and sound, building up to a theatrical operatic performance, purpose created to herald in the product. 

Ryan Saddik, MEA Regional Manager, FOREO said, “The world's biggest trends converge in the Middle East, a region that also enjoys some of the highest per capita spending on beauty products and treatments. At the same time, customers here have their unique style and dictate their own trends rather than following those that are common elsewhere. The years of research and development invested in the UFO have enabled us to deliver a unique product that amplifies the incredible benefits of regular masking, thanks to the innovation packed into its ultra-convenient, easy to use and highly portable little package. And we couldn’t be more thrilled to have celebrated its official Middle East arrival in such an aptly unique and memorable way”.

This event was the grand finale to a month-long teaser campaign that saw the region’s favorite influencers get onboard to officially launch the FOREO UFO in the Middle East.

Narin Ammara said, “This was by far the best event I have been to in Dubai, it was so full of action... the performance and the opera singer were amazing! I couldn’t think of a better way to introduce such an exciting product. I can’t wait to try it!”

The FOREO UFO is exclusively available at Sephora stores across the region, at AED 1,450.

About FOREO

Sweden-based FOREO aims to empower you to brighten your life, by offering a new standard of beauty and wellbeing solutions to a broader 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.