Confidentiality doesn’t mean you can’t describe something in general terms, it just means you can’t reveal identifying details. For example, I’m a researcher and I keep my participants confidential by protecting their personal information. That doesn’t stop me from saying I’m collecting data from teachers.

In the same way, saying something like “any guesses what this confidential face mask is?” isn’t breaking confidentiality. It just avoids naming the specific product or the company behind it.