This seems similar to HIR technology, widely available on car headlamps:
“The HIR1 (9011) and HIR2 (9012) Halogen Infrared Reflective bulbs have micro-thin layers of electro-deposited coating on a specially-designed bulb. The coating reflects the filament's infrared (heat) back onto the filament, which results in a hotter filament that produces more light without increased power consumption, shorter bulb life, or extra heat production.“
The principle is the same, but here a much more sophisticated implementation is shown, which is able to achieve better performances than the LED lamps.
“The HIR1 (9011) and HIR2 (9012) Halogen Infrared Reflective bulbs have micro-thin layers of electro-deposited coating on a specially-designed bulb. The coating reflects the filament's infrared (heat) back onto the filament, which results in a hotter filament that produces more light without increased power consumption, shorter bulb life, or extra heat production.“