This is a zombie version of the hugely popular zipper face special effect. It makes it look like you can unzip your face and reveal whatever is underneath, in this case a fearsome zombie.
This version comes with zipper, red and white, zombie teeth, Spirit gum and remover, liquid latex and applicators. The latex creates the rotting skin effect of the zombie and the spirit gum glues the zipper to your face.
There are full instructions on the packaging but basically you try the zipper against your face then mark where it will go with black make up, then create the zombie look in between the lines before applying the zipper at the end.
It will help to have some black make up or face paint to get the full look.