It is about Losing Face

It's a variation of filme noire, namely film no-I-R I'm not me. In the mirror.
Actually kind of a fun thought but 'way too grisly to believe, especially with the fish-cleaning knife used to scalp the hero's frontside (not really, just threatened). Let's fact it, you just have to take it at face value. Reminds me of a sign I tried to translate once into Arabic: "Facial Tissue Half Price".
Facial tissue?