I’ve been on plenty of dates where I wish there’d been some kind of “push to eject” button. With the rise of dating apps like Tinder and Bumble, more and more people are meeting up with strangers who might not only be dud, but could even pose a serious threat to their safety.

So, we’ve created an ordinary looking lipstick case that can be used to send out a distress signal if a they’re in need of an escape from their date. Women will be able to use the case for their own MAC lipstick, but the case will have a button that can be turned on if they want an ‘out’. Once switched on and applied, a distress message is sent to the person’s list of nominated friends. If applied for longer than ten seconds, an emergency distress signal is sent to the police, activating a GPS tracker.

But how do we keep this lipstick a secret from possible attackers? Easy. A lot of women go into a MAC store to buy their products, they want to try on products and they want to have their make-up done professionally. So we get our MAC girls trained up to tell women about the lifesaver lipstick case only when they are in direct contact with them.

I personally, always knew lipstick was a lifesaver, but now I know for sure.