In recent years, they absolutely have done this on soap operas.  A more traditional variation on this--the kind of thing done from the 1950s soaps on TV to the very recent past--would be some long-lost loved one, perhaps MIA in war, perhaps lost at sea, returning home, but either in disguise or maybe with plastic surgery (maybe not surgery done deliberately to hide the ID, but reconstructive surgery after wounds, burns, etc.)  They could be returning in full knowledge of who they were, but keeping their survival secret, or they could return with amnesia and so be ignorant of their own past. 

There was a WWII movie melodrama "This Was Tomorrow" with this kind of plot--a WWI war widow is happily remarried with near-adult children in the 1940s when her long-lost first husband returns--but she doesn't realize who he is, and he doesn't let her know, since she is happy.  That movie is taken from a romance novel.  There were plenty of plots like this in the soaps.  When "Days of Our Lives" began in 1965, one of the Horton brothers was MIA from the Korean War.  The Horton daughter later falls in love with a man who turns out to be the missing, amnesiac brother.  She became a nun when she figured out she was in love with her brother.  (I haven't seen any of this video--so I don't know if they ever showed them kissing or making out.)  I suppose plots like this go back to old stories--the American frontier, Britons returned from the colonies, old, old stories like the return of Martin Guerre--about people showing up, claiming to be long-lost people (probably to claim inheritances), but whose identities were disputed.

But not the full-face latex mask gimmick.