No, this is not a ski mask, it’s the The FaceTrainer™ by no!no!, a new way to exercise the muscles in your face.

According to the company, studies have shown that just harnessing this headgear on for 10 minutes a day will result in 71% reduction in sagging and 42% reduction in wrinkles.

This isn’t the first oddly-designed contraption or idea aimed at reducing lines and wrinkles, and the theory behind it makes a lot of sense: you lift weights to tone your body, why not do something similar for the neck up?

What do you think?