- 5 months ago
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00:01I've had them all in here. Chancers, posers, brown noses.
00:06Lord Sugar is on the hunt for a brand new business partner.
00:09Never, ever underestimate me.
00:13Fighting it out for his funding, 16 ambitious entrepreneurs.
00:18I'm not impressed at all.
00:20You know, I can chuck the whole bloody lot of you out if I want to.
00:23Let's go, let's go, let's go!
00:24It's a deal worth fighting for.
00:26I've never seen a pair of boards like that.
00:29Action!
00:30Service!
00:33Pow!
00:34You should have come up with an idea, everyone.
00:36I was talking and you kept batting in.
00:39Who took my unicorns, sparkle stars?
00:4216 candidates.
00:44Have some respect.
00:45Please, you don't know anything about respect.
00:4812 tough weeks.
00:51One life-changing opportunity.
00:53You're fired. You're fired.
00:55You screwed it up.
00:57You're fired.
00:58Previously...
00:58You need to choose an artist to represent and secure licensing deals.
01:13Dean led from the front.
01:14If we shake on 30, I guarantee you'll never, ever regret it.
01:18But creative differences...
01:19I don't like the O, I'm going to change it.
01:20So you want to waste time on changing the O?
01:22Lottie, you're the one who just changed the O.
01:24...meant his team missed out on the big deal.
01:27Probably wouldn't be something that we'd use on TV.
01:30On the other team...
01:32Love songs don't necessarily work for us.
01:35Thomas' tough negotiations...
01:37I was thinking on a 50-50 split.
01:39...failed to hit the right note.
01:41We don't feel that you guys should be representing us.
01:45Their football-themed brief...
01:46That's the problem with the song, is that it's a love song.
01:49...meant to rethink.
01:51I can make me happy.
01:54There are too many elements that didn't hit the brief.
01:56It's going to have to be a no from us.
01:58In the boardroom...
01:59A total of £15,045.
02:02Dean's team triumphed.
02:04You won, ladies and gentlemen.
02:06On the losing team...
02:08I like your honourability.
02:10You say it as it is.
02:12Thomas was out of tune.
02:14It is with regret that you're fired.
02:17And Marianne fell flat.
02:19I think it's the end of the road, as far as I'm concerned.
02:22Marianne, you're fired.
02:23Now, six candidates remain...
02:27...to fight for the chance to become...
02:29...Lord Sugar's business partner.
02:395am.
02:43Good morning.
02:44Lord Sugar will meet you at Burlington House in central London.
02:48The cars will be outside in 20 minutes.
02:50Steve, Lewis.
02:5120 minutes, Burlington House, London.
02:54Where's that?
02:55London.
02:56One more to the final five, mate.
02:58I reckon you're going to be in there just because...
03:00You need someone to take the piss out of.
03:02Oh, yeah.
03:02Mate, that would be you.
03:04You only have to lose one person.
03:07It's definitely not going to be me.
03:09Coming this far...
03:10...will not allow myself to...
03:12...to fail at this stage.
03:13This is the issue, though.
03:14I think that every single one of us feels that way.
03:16I can't believe that this is the last task.
03:34Neither can I.
03:34Big last push.
03:36Yeah.
03:36And then hopefully on to the final five.
03:37I have to say, though, it sounded like Lord Sugar was quite hard on Pam.
03:41I mean, she's been asked to step up again, and now she's going to be PM.
03:45So she's under a lot of pressure with Prove herself, I think.
03:50Built over 350 years ago, Burlington House.
03:55Once home to well-heeled families, today a hub for learning and the arts.
04:10Good morning.
04:12Good morning, Lord Sugar.
04:14This is the home of the Royal Society of Chemistry.
04:18Over the last 175 years, its members have been studying the natural world
04:24and concocting new formulas, including an exclusive perfume for the Queen.
04:31Now, the worldwide fragrance and perfume market is worth a total of £31 billion.
04:39So for your next task, I want you to create a new perfume.
04:45You need to brand and design the bottle and create your own signature scent.
04:50Now, tomorrow, you'll be pitching your perfumes to two major retailers.
04:56The team that secures the most orders will win,
05:00and in the losing team, at least one of you will be fired.
05:04So I need to even up the teams.
05:07So, Dean, will you please move over to Empower?
05:10Now, Pamela, I told you, you were going to be project manager on the next task.
05:16Yes.
05:17Well, this task is actually custom-made for the business that you're in.
05:21No excuse, right?
05:23No.
05:23OK, everything clear?
05:25Yes, Lord Sugar.
05:26Good luck, and I'll see you back in the boardroom in a few days' time.
05:29Off you go.
05:30Today, teams will perfect and package a brand-new scent
05:36before pitching for orders tomorrow.
05:39That's lovely.
05:41Smell your arm hand if you want to cleanse the palate.
05:43First job...
05:44I think that it's really important that we have somebody
05:46who's passionate about perfumes, which I am.
05:48Sniff out a leader.
05:50I have a lot of perfume.
05:52I'm very much into my classy, classic sort of looks and scents,
05:58so I would like to put myself forward as PM.
06:00Yes, I appreciate you love perfume, and I get that,
06:03but this is definitely down to a leadership sort of.
06:06This is going to take a lot of steer,
06:07so I'm happy again to put myself forward.
06:10You may question leadership or whatever,
06:12but I've helped a lot of my friends,
06:14well, three of my friends, choose their wedding perfumes.
06:17I've got a really strong concept right now.
06:18And I feel like I have as well at the minute.
06:20All right, it's me and you, then, so it's down to you.
06:22Karina, I feel happy with you PMing for the team.
06:26Yeah, I'm happy with that.
06:26Is everyone happy with that?
06:27Yeah.
06:29Leadership, it's in me, it's not in Lottie.
06:31I put myself forward more for the point that
06:33I didn't want Lottie to be PM, if I'm being honest.
06:36That's basically it, in a nutshell.
06:39I'm really happy to be PM.
06:40I think I would have put myself forward anyway,
06:42even if Lord Sugar hadn't have forced my hand.
06:45Priority for beauty brand owner Pamela.
06:47I mean, where do we sit?
06:48Do we feel more comfortable female, male?
06:51Pick a perfume market.
06:52I think that the female market is the biggest.
06:57However, I'm quite excited about a unisex.
07:00Because this is one that keeps coming up recently that I keep hearing and seeing in my own personal life.
07:04That's where I'm torn.
07:04And I think I'd be happy with either.
07:07But I would probably try the female market.
07:11Yeah, I just, well, that's just my opinion.
07:13I don't know how you guys feel.
07:14It is the biggest.
07:15However, it is also saturated.
07:16And unisex is so on trend.
07:18It's growing.
07:19Can we do a vote, just so I know?
07:21I'm leaving for unisex.
07:22What do you think, now Pam?
07:23I know, I was torn.
07:25I had them both written down and I thought, look, one is a bigger market.
07:27Let's just make a decision.
07:28I think I'd be personally more happy with female.
07:30Yeah?
07:31OK, great.
07:33What you're looking for from Pamela is real leadership.
07:37This is an industry she knows about.
07:38This is her moment to shine.
07:41Sadly, she was very indecisive.
07:43They decided that female was probably not the way to go because it's a congested, overcrowded market.
07:48Where do they end up female?
07:51Also talking through who to target.
07:54I say, I think we should go unisex.
07:56Karina's team.
07:57I even was going to go lady in a suit.
08:00I can do androgynous.
08:03So androgynous is a very, very popular movement at the moment.
08:07I don't know what that means.
08:08Sorry, could you clarify that?
08:10So androgynous is sort of the image of, think Cara Delevingne in a suit.
08:14That's what I've just put.
08:14That's what you've already, yeah, exactly.
08:16You've just named it with a posh name.
08:17So are we happy to go with unisex?
08:19Unisex.
08:20Yes, okay.
08:21The overall concept is powerful.
08:23This is what smell you need to make you feel confident and feel empowered.
08:27So I'd be more than happy to go on the vessel and the packaging side, even on my own.
08:32Lottie, you know a lot about perfume, so that would be great for you to come with me on the design.
08:36Yeah, absolutely.
08:37Do we feel good?
08:37Yeah.
08:38Yeah, yeah.
08:38Okay.
08:40Matching her team-mates to tasks.
08:42This is going to be hard because somebody's on their own.
08:44Okay.
08:45Pamela.
08:47So Lewis, without doubt, you were on the design team in my mind.
08:50On my side.
08:50That's where your strengths are.
08:52So that's the logo, packaging, tagline, component and label.
08:55Dean, um...
08:57I'm putting you on perfume, which obviously also looks after the photo shoot, the creation
09:03of the fragrance.
09:04Yeah.
09:05I really think I should come on the design team.
09:08Mm-hmm.
09:08Are you...
09:09How are you feeling by being on your own?
09:11I don't mind.
09:12Yeah, yeah, yeah.
09:13Are you going to be okay?
09:14Yeah.
09:15Okay.
09:16I'd be nervous about him doing the photo shoot.
09:19Where am I putting myself?
09:21I'm going to go on the perfume team with you, Dean.
09:23I'm not worried about my abilities.
09:25In terms of marketing, with working with products, I think I've got enough skills to cover that.
09:29The only thing I wasn't confident with was putting Dean on his own team.
09:32He's not got any experience behind him, and he often shows itself.
09:34Therefore, putting him on his own would have been a massive mistake.
09:37I'm trusting you, Lewis.
09:39Create my vision.
09:40Just define your vision before we forego.
09:43Do you know what's really in in cosmetics right now is simplicity.
09:47Skincare is being stripped back, so we should strip perfume back.
09:50The messaging is she's a modern woman.
09:52This is her everyday fragrance.
09:54She's breaking the mold.
09:55Are we happy that we know this woman?
09:58Yeah.
09:59I think so.
10:00Okay, well, let's go and smash this.
10:02We're not losing again.
10:03Not with me on the team.
10:05Oh, Dean.
10:0811am.
10:10Today, half of each team will build perfume brands, while the rest finesse their fragrances.
10:18I am happy to be on this team, but then I'm like, oh, I'd love to be able to pick, like, control the componentry, the packaging, the logo, the tagline.
10:25Lewis, logo, branding, taglines, it's his thing.
10:30In Hampstead, North London.
10:40Nice to meet you, Karina.
10:42Hi, I'm Ben.
10:42A crash course in perfume production.
10:46Fragrances are normally a combination of base notes, middle notes, and the top notes.
10:51Just give it a little waft onto your nose.
10:54And that will tell you what it will smell like to mix those four blends together.
10:59A little bit of advice I give you is to be quite instinctive and know when to stop.
11:03Pondering all her options.
11:05Like, I'm just picturing a fresh fragrance.
11:07Natural.
11:08This is simplicity.
11:09Project manager, Pamela.
11:11I think we should go for citrus.
11:13Yeah, perfect.
11:14This is cut grass, rose, aloe vera, and cut stems.
11:21Mmm.
11:21It smells like grass.
11:23So, this next one we're going to try is very citrusy.
11:26Okay.
11:27In my opinion.
11:28What do you think?
11:28Oh, that's my favourite.
11:30But then, I don't love it, but yeah.
11:33Mmm.
11:36Lemon, rosemary, blackcurrant again, watermelon.
11:40Mmm.
11:41Thoughts?
11:42No.
11:43Does it say citrus?
11:46Yeah, it's getting there.
11:48No.
11:49Maybe...
11:50But wait, how does this smell to you?
11:51I'm trying to be objective.
11:52I can't even smell it anymore.
11:53Oh.
11:56Should we start again?
11:58Okay.
11:59Next door.
12:01They are young professionals.
12:02You know, this is their power smell.
12:04It's going to boost their confidence for their big day.
12:07Seeking out a recipe for success.
12:10Sweet almond.
12:11Petulia.
12:12Jasmine.
12:13Sandalwood and vanilla.
12:15Carina and Lottie.
12:17When we're thinking of unisex, I don't think that that screams out.
12:21I think that's quite a feminine scent.
12:22What do you think?
12:23Hang on.
12:23Should we try and mix some with the middle?
12:25So, we've got...
12:27Lavender, sage, thyme, basil and boner.
12:29Got that one.
12:30Sandalwood, cedarwood, amber, spicy nuances.
12:32We've got that one.
12:34Jasmine, aluminum, rose, violet, sandalwood and patchouli.
12:37And then we've got this one.
12:39Another full-on one.
12:39Coconut, rubal, sweet almond.
12:40Full-on one.
12:41Is it nice?
12:42I think it's nice, but...
12:44But all that we've got in it...
12:46Is it not overly...
12:48I was expecting...
12:49Wow.
12:50That's quite strong.
12:52Carina set out to make a perfume that made you feel empowered.
12:57But actually, she made something that's very overpowering.
12:59Boy, is it strong.
13:01It's got a lot of ingredients.
13:03Sandalwood, jasmine, rose, lavender, coconut, rhubarb.
13:07It's got everything but the kitchen sink.
13:09It smells like the kitchen sink, though.
13:12Happy.
13:13I would wear it.
13:14Yeah.
13:15Fabulous.
13:17Central London.
13:19Let's go with the hexagon.
13:20Although it's a strong shape, it would appeal to both men and women.
13:24OK.
13:25While Scarlett brainstorms bottles for her unisex perfume...
13:29I've sort of got black, maybe, a rose gold kind of touches in mind.
13:33Across the hall...
13:34The bottle will keep it simple.
13:36Smoke, frosty, glass.
13:37Marketing man, Lewis...
13:39I'm talking with the idea of a plain label and keep it really simple.
13:42Works on ways to make his women's scent stand out.
13:47Or do I go and stick a bold image in there
13:50which outlines it's something to do with independence?
13:53Someone who is...
13:54Breaking the norm.
13:57Breaking outside the mould.
13:59Freedom.
14:00Outdoors.
14:04I'm going to go for the mountain.
14:06Climbing.
14:06Label.
14:08It kind of hits the brief there.
14:09I don't think that making decisions on my own has been tricky.
14:12In fact, it's been a little bit easier
14:13because I've not had to justify what I'm doing
14:15or what I'm thinking to somebody else.
14:19Hi.
14:20How is it going?
14:21OK, so I've been sticking to the brief as much as I can.
14:24The label's big and clear.
14:25It's like a female in the background
14:27and it's kind of like she's walking up a mountain.
14:30On the label?
14:31It's about an independent woman, it's everyday use, that sort of stuff.
14:34Just to let you know, like, most perfume bottles
14:36wouldn't have a photo on the label.
14:38Have you done the outer box yet?
14:40The wish box?
14:41No, I haven't yet.
14:41I just don't want to look at the packaging and just see a mountain,
14:45so, like, help me not see that tomorrow.
14:47See you later.
14:48Bye, Liv.
14:48Bye, bye, bye.
14:50Well, I'm worried.
14:53At a luxury West London hotel...
14:56If we can open it up, let's have a bit more.
14:59...taking charge of the photo shoot to promote their unisex perfume...
15:03Right, can you come here?
15:04OK, right, Carina, hold the phone.
15:07...librarian Lottie.
15:08And then I want you both reaching for the same bottle,
15:12cos we're going to Photoshop that in as the perfume.
15:14But I want you to be leaning over her.
15:17It's a strong image, it's bold.
15:19Corporate event.
15:20Game faces, OK?
15:23Right, so if you look directly at the camera,
15:25and then leaning over her, Carina, if you can look at him...
15:28Hang on, I'm just going to see what it looks like looking at the camera.
15:30Carina, I need you to be looking at him, if possible.
15:32I'll look at him, but Lottie, it needs to be a clear message,
15:34so all I'm saying.
15:36Yeah, but it needs to be a clear message finished in four minutes.
15:38Yeah, yeah, but a powerful look from both of us is quite clear.
15:41If I'm looking at him, it gets a bit lost.
15:43Please, can you just trust me?
15:44And raise one eyebrow, Carina.
15:46Calm.
15:48This marketing poster is imperative to the campaign.
15:52It was very clear this afternoon that I had the strong concept,
15:54I had the strong idea, and I was directing it.
15:57I think that that just proves the fact that I should have been chosen as PM,
16:00but I wasn't, and I'm still going to push my ideas forward.
16:03I have made myself heard.
16:04That is the image.
16:06I don't know about that.
16:08I like that a lot.
16:10On the other team, shoot location for their women's perfume.
16:15Hello.
16:16A beach-themed bar.
16:18Oh, God, the sand doesn't work.
16:20But for Pamela, a sea change.
16:22So, we brought you to a beach bar, but we really don't want any element of beach.
16:27Yeah, I mean, let's have a look around.
16:29Okay.
16:30If you go out here, then, like, potentially, look how nice these flowers are.
16:35And this tree.
16:35Yeah, this is nice.
16:37Down here could work, like, if this is just her head and shoulder or her waist.
16:40Yeah, yeah, exactly.
16:41And this looks natural.
16:42Look how good this looks.
16:44Daisy, you want to come on down here.
16:46See this little corner here?
16:47Even if you can kind of, like, hunch down a little bit just to get these flowers.
16:50Yeah, or if we just move this slightly this way and she stands in between them.
16:54No, but then the green is up here.
16:56So, your head needs to be kind of somewhere here where you're nearly in.
16:59Like, not all the way in.
17:00A bit more, like, squats.
17:01I can get you, like, a...
17:03Something to make it more comfortable.
17:04A high chair?
17:05Potentially.
17:06A little further back, Harry, if possible.
17:09Wider, yeah.
17:11Wow.
17:11We came to a beach bar.
17:13Pamela has walked in it.
17:15Didn't like most of it.
17:16When I saw the flowers, a little flip went off in my brain.
17:18I was like, wow, this is my time to shine.
17:20It just took a bit of thinking outside the box.
17:22So, it's absolute genius.
17:24It looks phenomenal.
17:25I think we've got us.
17:26Thank you so much, Daisy.
17:28What can I say?
17:29You're just brilliant.
17:324pm, central London.
17:35A leading design agency.
17:37Hello, my name's Scarlett.
17:39Hello.
17:40Next, for Scarlett and Lewis, brand names and packaging.
17:43So, in terms of names, we're thinking things like Independence, Horizon and Determined.
17:49Determined alludes to me that that person will not stop until...
17:54I think that's nice.
17:55Nice little link.
17:56Plus, it sounds like a fragrance.
17:58Yes.
17:58Eau de parfum.
17:59D-E-P-A-R-F-A-N.
18:01At A-M.
18:02Yeah, like that.
18:04Name nailed.
18:05Next, come up with a catchy slogan.
18:07I'm thinking things like push boundaries, be seen and heard.
18:14Something about motivations.
18:16Something that is a positive message.
18:18Something that is a motto to live your life by.
18:21A lot of people will buy based on the fact it aligns with their own personal values.
18:26That's why sustainability works so well.
18:28Next door...
18:32I want to name the perfume Captivation.
18:34Breathing life into her unisex scent...
18:37You wear this perfume and you are going to captivate through how powerful, how bold you are.
18:42Recruitment consultant, Scarlett.
18:45So, feel the power.
18:47Breathe in the scent.
18:48True Captivation.
18:50I'm happy with that.
18:51So, moving on to packaging.
18:52I was thinking about going for something that was a bit more of a hexagon shape.
18:57Ideally with some kind of texture look design.
19:00I do really like the leather look.
19:01So, can we try that?
19:03I just want to make sure that it appeals to both sexes.
19:06Yeah, I like that.
19:08I'm happy with everything that I've produced today.
19:10I've had to make a huge amount of decisions, actually, more than I expected.
19:14Certainly lots and lots of pressure on my shoulders now to go back to the rest of the team.
19:17I'm hopeful that they'll be really happy with everything that I've done,
19:20because ultimately I've come up with everything.
19:23I'm happy to sign off on that.
19:25Great.
19:25Thank you, Caleb.
19:34Still stuck for a slogan, Lewis.
19:37I quite like confidence to move mountains.
19:41The thing is that it references the picture, which is unintended.
19:44That's not actually meant to happen.
19:46But what does the mountain smell like?
19:50It's still outdoors.
19:51It still has all the same.
19:56Lewis, he's really defeated on this particular task.
19:59He came in saying he's a marketing man.
20:01He can do it.
20:02The man with all the ideas has come up with blanks.
20:04So, I think he's stuck.
20:05He's blocked.
20:06And he's struggling.
20:07Give me the power to be mad.
20:09Give me the confidence.
20:13I'm not determined.
20:14So, just where our hands are cusping here, we need to add a perfume bottle in.
20:24Finishing touches to Lottie's poster.
20:27Can we see the bottle?
20:29Yes.
20:31Captivation.
20:31I'm not on board with that name.
20:34Captivation.
20:35At all.
20:36Captivation.
20:37Captivation.
20:38Grammatically, it doesn't make sense.
20:41Captivation.
20:41It's what you would refer to as an uneasy word.
20:44And it isn't doing anything that we wanted to in terms of our campaign.
20:49It doesn't say anything about it being unisex at all.
20:52Well, I said to her, we need a strong, powerful word.
20:55To me, the bottle with the word looks quite strong.
20:58I'm severely against it.
21:00I think you need to worry more now about, are we happy with what we've done today?
21:06Oh, absolutely.
21:07Yeah.
21:07I'm very happy with what we've done today.
21:09I'm just not happy with what the sub team's done.
21:11I think it's appalling.
21:13I wouldn't call it appalling.
21:19Trying to put together their poster.
21:21That looks amazing.
21:23The flower.
21:23My Steven Spielberg.
21:25Pamela and Dean.
21:26Have we got the logo?
21:28Yes, or anything?
21:29Not received them yet, unfortunately.
21:31Anything?
21:32Nothing.
21:33OK.
21:35I can't believe Lewis hasn't sent it through.
21:39Confidence to move mountains.
21:40Does that make sense?
21:41Does that make sense?
21:42If you move mountains, you basically, moving things like you wear, you're taking control, you're...
21:46They say the powers move mountains.
21:48You're really running short of time, Lewis.
21:50So you don't want to distract you, but you really are.
21:54Determined.
21:55Push boundaries, move mountains.
21:57I quite like that as a logo.
21:58It says what it does on the tin, alludes to the packaging and the label, which has a mountain
22:01in there showing an aspirational female who's determined.
22:05It all links together.
22:06So I'm going to go with that.
22:117pm.
22:12Can we just hold on this, maybe, and can you just check if anything has come through, logo-wise?
22:17Just a moment of truth.
22:23I can't believe we did that.
22:25What is that?
22:28Determined?
22:29No.
22:29Furious.
22:30How did he get this so wrong?
22:34So there's your tagline.
22:35Okay.
22:36Push boundaries.
22:37Mountains.
22:38What?
22:41What?
22:41We've moved mountains.
22:43We said we didn't like mountains.
22:44And then you put it into the tagline.
22:46Move mountains.
22:47Push boundaries and move mountains is literally...
22:49It must be taking the things.
22:50Like someone going on a hike.
22:52Okay.
22:53Can we put it in?
22:54It looks like it's from the 60s.
22:55Drag it in there.
22:56Oh, my God.
22:57It's so bad.
22:58It's so bad.
23:00How are we going to sell this tomorrow?
23:04I just really trusted Louis.
23:06He's been so strong in that area.
23:07I never saw this coming.
23:09I can't imagine any woman buying this, to be honest.
23:12I wouldn't buy it.
23:12It's cheap and nasty.
23:14I initially wanted to be on that team with Louis.
23:16and I probably should have gone with my gut
23:19and known how important that was.
23:21I feel like I could go home because of him.
23:25Packaging perfected.
23:26Posters signed off.
23:28Tomorrow, pitch perfumes to major players.
23:367am.
23:37Have a little whiff, everyone.
23:39Tell me when.
23:40Getting a first sniff of their unisex fragrance.
23:43It is strong.
23:45Yeah, it's very...
23:45It's definitely musky.
23:47Karina's team.
23:49OK, shall we go to the bottle?
23:50Really excited, yeah.
23:51I'm excited and nervous at the same time.
23:53OK.
23:54OK, you ready?
23:54Yeah.
23:56Lovely.
23:57I'm a little bit concerned about this.
23:59I don't know whether it is bold enough, the name.
24:03Perhaps it could have been bigger.
24:04Just from perspective of that on the shelf,
24:06I can't read that from here.
24:08When I read Captivation, I was sort of...
24:10It's what you would call an uneasy verb, so when you're listening to it, it doesn't sound right.
24:16They're OK, Lottie.
24:18There were 101,000 decisions to make yesterday.
24:22I think, you know, it's very easy...
24:23I think you've done a really good job.
24:25...to sit and sort of...
24:25Yeah.
24:26But actually, everything does time really strongly.
24:29It's really bold, it's really powerful, and it screams unisex.
24:32I think you've delivered really well.
24:37On the other team...
24:38How's it?
24:39Perfect.
24:41Smells citrusy.
24:42Yeah, it smells amazing.
24:43The big reveal of brand Determined.
24:48So, give me thoughts.
24:50I don't get the girl.
24:52I don't get the photo in general.
24:54This girl is not our girl.
24:56To be honest, this could be like an ointment to take with you when you're backpacking.
24:59This could be deodorant.
25:00And also, Lewis, you spell parfum wrong.
25:04What a parfum?
25:05It's a U.M.
25:06Parfum.
25:07Your brand.
25:08You take...
25:09There's an independent spell wrong.
25:11Look, we said a lot of things.
25:12No, it's easy for you guys to sit there and go, I hate it, I hate it.
25:15No, no, no, it's not easy.
25:16Do you know what I mean?
25:17I've worked my ass off you guys all day long.
25:18Well, I don't know how because, Lewis, this is what I just forget.
25:20You don't know how.
25:21It's easy.
25:21I took the brief you had.
25:22Literally, it's not like this.
25:23No, you took the brief and you got a girl with mountains.
25:25I'm trying not to be negative, but why would this girl need fragrance?
25:28It's just someone who's breaking the mould.
25:30No, she's walking through rocks.
25:32The idea is she's independent.
25:33She has a backpack.
25:35I've been working my backside off, trying to stick to a brief.
25:37I thought they might be a bit more positive about it.
25:39Instead, they just wanted to point out all the negatives.
25:41Pam clearly had a very strong vision of what she wanted.
25:43She's not translated that across to me.
25:45I've stuck with this initial brief.
25:46Dean's been about as useful as a wet fart.
25:49Next door.
25:50I had a really, really strong vision as to what image I wanted to capture.
25:54For Scarlett, first look at Lottie's perfume poster.
25:59Here we go.
26:02I let Lottie sort of take reins with this whole, with the photographer.
26:05They both look powerful, and that's key for us as a brand as well.
26:09My only thoughts are that because she's like holding a telephone,
26:13does she look a bit like a receptionist?
26:14No, not at all.
26:15I think that it says, you know, power is calling.
26:17The poster, I'm not so sure about.
26:23It's the man that's reaching for the perfume,
26:25and it's actually the man that's standing up over the woman a bit as well.
26:29You know, I really would have liked to have been looking more equal
26:31to make it clear it's an absolutely unisex feel.
26:34So that's frustrating.
26:38What do you think, to be honest?
26:39Erm, I just...
26:41For me, like, well, obviously, I've gone down a different route to you guys.
26:44I've gone independent woman, I've gone the girl who doesn't follow rules
26:49and breaks, but that's a perfume that looks like what a normal perfume brand is.
26:53If we just look to what everyone else does, that's what we get.
26:56Look how worried I am about this, man,
26:58because you guys are so negative against this,
27:00you're never going to get behind it.
27:01Let's be honest, Lewis.
27:02No, no, no, that's the whole point.
27:04We are going to get behind this, but it's about how we do that.
27:07Oh, the box is so bad.
27:09It's just this weird girl with shorts up her bum.
27:12All of the spelling mistakes stresses me out.
27:17But now we just have to sell this.
27:19We have to come together as a team.
27:20We have no choice.
27:21We have to make this work.
27:22We believe in the fragrance, you believe in your packaging,
27:25and we'll all come together.
27:26Cool, let's do this.
27:27We don't have to love something to sell it.
27:42We're all going to have to pull our weight here.
27:43We're all going to have to really, really contribute.
27:45A good pitch can really change things.
27:47Central London, headquarters of department store, Debenhams.
27:54Hello.
27:55With over 150 outlets...
27:58Thank you for having us today.
27:59..an order with them could turn a scent into an overnight sensation.
28:04Today, we are pitching to you
28:05our brand-new, exciting unisex fragrance, Captivation.
28:10The unisex market is currently sitting at over £40 million.
28:15So, a real opportunity for us to really take the market by storm.
28:20We've created something exciting, powerful, bold and literally amazing.
28:27I can let you know that the initial scents that you will smell
28:30are jasmine and rhubarb.
28:33And then we have got the very masculine scents
28:36of cedarwood and sandalwood.
28:38My first reaction to the scent,
28:40in particular, when I try it on myself, is...
28:42It's actually... I think it's a nice scent,
28:44but I think it's quite feminine.
28:46It's feminine, but it's almost pungent.
28:49I mean, it's so strong.
28:52The message we really wanted to get across with our branding
28:55was the power stance.
28:57It's all in the eyes, it's in the focus, it's in the look.
29:00He's reaching over, they're grabbing for the same perfume.
29:03We need to look good, we need to smell good.
29:05But I think there's a confusion between power
29:08and empowerment.
29:09And for me, the imagery feels very 80s power statement.
29:13I mean, the walnut desk,
29:15the slightly uncomfortable him leaning over
29:18the way that she is staged and dressed,
29:21that doesn't feel to me like a very now message about empowerment.
29:25We wanted to capture a classic image.
29:29And, for example, Coco Chanel No. 5,
29:31we wanted to keep it timeless.
29:33So, moving forwards, there's nothing to say
29:35that we wouldn't be open to your ideas
29:36and, in fact, developing that with you alongside us.
29:40It wasn't an easy pitch.
29:43The biggest sort of issue was the poster.
29:47Lottie's concept, Lottie's ideas.
29:49She was so pushy.
29:51Thanks.
29:52This is my vision.
29:53Well, the corporate client don't like your vision, Lottie.
29:56The poster, they felt was dated and not modern.
29:59So, we just need to, you know, address that in the next pitch
30:01and really, yeah, pick out them things.
30:02But we can do that.
30:03Yeah.
30:03Let's go.
30:07Across town, prepping her pictures.
30:10So, I think we just need to get behind us,
30:11get into this pitch, sell this.
30:13Project manager, Pamela.
30:15I'm really happy to open it up and then move into Dean
30:18where he can talk about the actual sentence.
30:20Yeah.
30:21So, he knows what he's doing.
30:22Yeah.
30:22Sort of, yeah.
30:23Let me think about this.
30:24You want to start at the top and say the top notes,
30:26which you can probably smell very fresh,
30:28very light.
30:29Okay, so, are we happy we know what we're doing?
30:31Yeah.
30:33For Team Determined,
30:34high street chemist giant, Boots.
30:37Hello.
30:37Hello.
30:38With 14 million customers nationwide.
30:41I'm delighted to be here to present Determined to you.
30:45It's an everyday fragrance
30:46and I'm dying for you to smell it today.
30:48So, Dean is going to...
30:49Thank you very much.
30:50...give you a little taste.
30:52Apologies.
30:55Fragrance falling out of the pocket.
30:56Yeah.
30:56Um, so, I mean,
30:59arsenal is very much orientated towards citrus.
31:02So, hopefully, with this,
31:03you'll be able to gauge that top note element.
31:07Um...
31:08We do have rose extracts.
31:09We do have freshly cut grass.
31:11All of those ingredients are kind of in there.
31:13It does have that light, soft feeling
31:15that really evokes that emotion of freshness,
31:17but also subtle femininities.
31:19We wanted something that really stood out on the shelf
31:23because it's got in there someone who's confident,
31:25does her own thing, lives life on her own terms
31:27and isn't afraid to push boundaries and move mountains.
31:30And I think that's what we're trying to get across.
31:32The bottle and the imagery,
31:34the two didn't really marry together.
31:35I can see that the lady on the books,
31:38obviously, is a pioneer and looks quite determined.
31:41Lovely as this lady looks,
31:43she doesn't look determined.
31:44The scent was very nice,
31:45but you want to have a product that will really stand out,
31:48and so I'd encourage you to kind of rethink
31:50the look and feel of the bottle.
31:52I don't think the pitch was great.
31:55Dean was given a role to evoke the story
31:58and then talk about what it is they're smelling.
32:00He didn't do any of that.
32:01He just handed out two sticks and made them smell them.
32:04In the end, it was Pamela had to intervene
32:07and rescue the situation.
32:08Good team.
32:10Brilliant.
32:10Woo!
32:134pm.
32:14Preparing to sell Captivation to the chemist chain...
32:17Potentially a new steer
32:18and maybe a new tactic going into this one.
32:20For Carina's team, a change of plan.
32:24I'm going to lose the board.
32:25Yeah, I agree.
32:26Yeah, do you agree?
32:26Let's sell the vision.
32:27That's a very big risk if they ask,
32:30why don't you have a marketing campaign?
32:32Because every perfume has a marketing brand.
32:35But it's the downfall, though.
32:37Let's do it.
32:37Let's go.
32:40So today we have a new, on-trend, strong, bold,
32:46new fragrance for the unisex market, Captivation.
32:50We've gone for some really strong colours.
32:53We've gone for black.
32:54We've gone for rose gold.
32:55Both of those will appeal to a unisex market.
32:58It really does stand out on your shelves.
33:00So just a first thought.
33:02The bottle and the packaging had some uniqueness about it
33:05and would stand out.
33:06Where I perhaps struggle a little bit is around the story.
33:10It's hard.
33:11I don't have anything more to look at.
33:13So whether the packaging and the name is enough
33:17for the customers to understand what is the story
33:20that you're trying to tell.
33:21We are also in the midst of developing an advertising campaign
33:26and the way that we envisage it is that there'll be a man,
33:29there'll be a woman, they're both smartly dressed
33:31and they're both reaching, of course, for Captivation.
33:34I think us not actually having access to the marketing visuals
33:38is probably a bit of a miss.
33:39I feel like I've absolutely demonstrated my skills in this task.
33:44I've added value all along the way.
33:46If we were to fail the task,
33:47it's going to be based on the notes of the perfume
33:49and certainly the advertisement board.
33:52And that, for me, lies absolutely with Lottie and with Carina.
33:56At the department store...
33:58So thank you so much for having us here today.
34:00I'm really excited to be here to present Determined to you.
34:03For Pamela's team, last shot at a sale.
34:06Um...
34:07I'll give you...
34:10I'll just do a quick spray.
34:19There you go.
34:22Obviously, a variety of ingredients.
34:26There you go.
34:28Our target market is the girl on the go, she's breaking the mould.
34:32So we're not your stereotypical brand.
34:34We're not putting out sexualised imagery.
34:36We are trying to put something forward that's different.
34:39I don't think you've achieved that.
34:41You know, short shorts is a classic sexualised image.
34:44Luz, do you want to...
34:44I think with that, we were trying to go for an everyday person.
34:47We didn't want to just have someone in hiking gear.
34:48And it was just someone who's just gone out in the world
34:50and exploring on her own.
34:52Eau de parfum.
34:53Parfum is spelt incorrectly.
34:56Indipedent woman.
34:57And I assume it should be independent.
34:59That was you, Luz.
34:59So do you want to answer that?
35:00I'm going to hold my hands up.
35:01I didn't get time to check.
35:02It's kind of slightly undermining the credibility of...
35:05It is.
35:05Of course, we have tweaks to make.
35:07It's not our best foot forward in this instance.
35:11Luz has absolutely messed this up.
35:13Thank you very much.
35:13They hated it.
35:16The spelling mistakes.
35:16How can you walk into a professional rhymer like this
35:18and misspell basic words?
35:20It's ridiculous.
35:21He needs to take responsibility for that.
35:25Tonight, orders totaled.
35:28Tomorrow in the boardroom,
35:30the smell of success and failure.
35:33You can all go through to the boardroom now.
35:56Well, normally I encourage you to smell what's selling.
36:02It's one of my favourite expressions.
36:05Smell what sells.
36:07Now, this week, it's a case of sell what was smelling, right?
36:12You had to create your own perfume,
36:14brand it, and then pitch it to retailers, right?
36:18Now, who'd like to talk to me first of all?
36:22I'm happy to start, Lord Sugar.
36:23So initially, I put Dean on the perfume team alone,
36:26and then it took me a while to really figure out what to do.
36:29So Lewis, obviously, I've worked with on several tasks before.
36:32Where he's been in the marketing, the packaging design.
36:34I knew straight away that that would be the side I would put him on.
36:37I just found it difficult to choose a side.
36:39So then I eventually decided to go with Dean on the perfume team.
36:43Right.
36:44OK.
36:45That's your product here, right?
36:47Yes.
36:47And the strap line is push boundaries, move mountains.
36:51Move mountains.
36:52Hmm.
36:52If I looked at this on the shelf, it comes across to me like something that you'd take for constipation.
37:00It doesn't hit me as a perfume.
37:02And then this is your bottle.
37:04Is that right?
37:06It looks like an Alpine air freshener that I would, you know, have in the downstairs loo's.
37:12When you came back with this, what did you think?
37:14I think myself and Dean shared the same opinion.
37:17We thought it completely missed the mark.
37:19That just felt cheap to me.
37:20It looked like a backpacker's packaging.
37:22You look like deodorant sort of thing.
37:23Deodorant is what came to mind.
37:25Did you think then maybe you made a mistake then?
37:28You know, because in the beginning you was indecisive.
37:31Sending Dean on his own, shouldn't you send him on his own?
37:35I don't think so, Lord Sugar.
37:36Louis really assured me that he had this handled and that it wouldn't be an issue for him.
37:41I knew it was going to be a lot of work on my shoulders, but I was willing to take that risk.
37:43Well, it was a lot of work on your shoulders.
37:45And I was told from Claude that you kind of lost it a little bit.
37:49You kind of were flapping around a little bit.
37:52I tried to keep my cool and work methodically through the project.
37:55Problem was, it was just going too fast.
37:57What is parfum?
37:59Yeah, well, there's another error.
38:00So I'm working with the designer and...
38:02Is that cockney for perfume?
38:03It looks like it might be.
38:05Well, there's quite a few errors on here.
38:07You've got three howlers of spellings on there.
38:11Anyway, so you two, you go off and you develop this fragrance, right?
38:17Yes.
38:18It's reasonably pleasant, I think.
38:20Yeah, thank you.
38:21OK, now, you had to produce a poster.
38:24Yeah, we did.
38:25How does that correlate with this?
38:28Where's the mountains?
38:29Well, we didn't see that until...
38:31When I saw the mountains, I was really disappointed.
38:33I didn't get them, it was completely random.
38:34On the first phone call in the morning, I told them what I'd put on the bottle,
38:37how I'd laid it up and there was mountains in there.
38:39We said we didn't like that.
38:40Well, I think it's just said we don't like mountains.
38:42Then for you to incorporate that in the tagline.
38:43Sorry, one second.
38:44I was going to say that there was a brief.
38:47If anyone had an idea of anything they wanted on the bottle,
38:48they had the opportunity to tell me in the morning.
38:49No one did.
38:51Right, so, Dean, what did you actually do in this task?
38:53So, I was instrumental in the smell, which is obviously, you know,
38:56one of the most important things.
38:57Was it instrumental in the smell?
38:58I think it was a team effort.
38:59Yeah, it was a team effort, it was.
39:00And obviously, I was on that team,
39:02and then later on, obviously, we captured the poster.
39:03I've got the feeling that neither Lewis or Pamela wanted you with them.
39:07I don't think so.
39:08It's not that I didn't trust him on his own,
39:09on one team, I think that it was going to happen if one of us were with him.
39:13Why is that?
39:13I just didn't get the vibe that you wouldn't be able to do the smell on your own,
39:16or you wouldn't be able to do the offer.
39:17I thought they were going to book a babysitter for you or something.
39:20Right, anyway, you go to the pitch.
39:22What do you decide to do?
39:23I started off with why we're targeting this particular market.
39:26I then led into Dean, talked through the actual fragrance itself,
39:29and handed out the fragrance.
39:31So, Dean, I heard you just went up to the people
39:33and waved it under their nose.
39:37I think I wanted to add value where it was,
39:39and in the end, obviously, towards the second pitch, I took one...
39:40Did you say anything, then?
39:41Yeah, I talked exactly through the smell of the citrus outdoors,
39:44and in the end, they liked that.
39:46Hmm.
39:47OK.
39:48Now, then, Karina,
39:50the decision for you to become the PM,
39:53Lottie, as usual, wanted to do it, yeah?
39:56Absolutely.
39:56Yeah.
39:57I was willing to get myself forward.
39:58I think you two ladies felt a little bit nervous
40:00that Lottie should take the realms there.
40:04Yeah.
40:05I mean, I had almost more experience when it came to perfumes,
40:09and I did pitch myself.
40:09On what basis was that?
40:11Why have you had more experience?
40:12I mean, I said that I have helped choose wedding perfumes
40:16for a few friends, and that when I wasn't...
40:17That's called catching the bride's bouquet, most probably, yeah?
40:21Yeah.
40:21It doesn't make you a florist.
40:23Anyway, what was your concept?
40:25The concept was confidence, powerful and bold,
40:27we knew it was unisex, we knew we had a challenge on our hands.
40:30However, you know, that's what it's about sometimes,
40:33creating something unique.
40:34We really wanted to be bold with it.
40:36Why are you going like that?
40:37Wait till you smell it.
40:40Strong, isn't it?
40:41We needed a powerful, you know, we needed a powerful smell.
40:44What you got in here?
40:45So, we did a similar sort of effect.
40:47Well, there's sandalwood, cedarwood, jasmine, rhubarb, coconut,
40:51bergamot, sage, thyme, basil, lavender, sweet almond,
40:55and probably the kitty-sig.
40:56Yeah, there was a lot of elements, you know.
40:57Sounds like a Jamie Oliver mule, doesn't it?
40:59Um, so, Scarlett, you were tasked to do the equivalent of what Lewis did, right?
41:06Yeah, so, name, tagline, packaging, vessel.
41:09Right, it's different.
41:12It looks like one of Pat Butcher's earrings from EastEnders.
41:15It needed to be bold, it needed to be strong, it needed to look premium,
41:18and ultimately it needed to appeal to both men and women,
41:20and that was obviously the key kind of element for me.
41:22So, what was next?
41:25The poster, yep, so...
41:26That's your poster then?
41:27Yes.
41:28You know, we're portraying a strong, powerful...
41:30A bit old-fashioned, I think, that came across as to me.
41:33I do take responsibility for that Lord Sugar.
41:35It was myself that did the directing of this image.
41:38It can be considered dated, but I like to consider it classic,
41:43and I actually think that the image that I captured, I stand by it.
41:46Lutty, how at this point can you stand by an image for a poster that we had to draw?
41:49I do. I think you've got to be really sick.
41:51It looks like someone's been kidnapped in their old film dynasty
41:55and someone's on the phone negotiating the ransom.
41:58Yeah, I do accept full responsibility.
42:00I thought that the woman was in a powerful situation.
42:02Yeah.
42:02Not very empowering, is it, as an image?
42:04All right, so now we go and see the retailers, is that right?
42:08Yes.
42:08Tell me about the first retailer you went to see.
42:10Yeah.
42:10It was pretty brutal, actually, I think, to be completely honest.
42:13And I think we came out of there thinking we need to make some changes.
42:16Yeah, and because of the sort of mixed message feedback,
42:19we lost the poster for the second pitch.
42:20It was a bold decision, but a good one.
42:22We've decided not to take it in.
42:23Yeah.
42:23Yeah.
42:24And I think it was absolutely the right decision.
42:25We sell them the vision instead.
42:27OK, so let's look at some numbers, shall we?
42:30So, Claude, how did Empower get on with the major high street retailer?
42:36Well, the major high street retailer really liked the perfume,
42:40and they said that they would place an order for 8,000 units.
42:44Right, OK.
42:46Karen, same question.
42:47Well, the high street retailer really liked the unisex,
42:50felt that was really on trend, but didn't like the perfume,
42:54so they didn't place any orders.
42:55So, the department store, Claude?
42:58Unfortunately, the department store did not like Empower's perfume.
43:01They weren't impressed with the presentation,
43:03and they placed no orders.
43:05And department store for Unison?
43:08Well, as you know, the department store had some concerns
43:11over the visuals,
43:13but they really did like the perfume,
43:17and with a few tweaks,
43:19they're going to place an order of 9,000 units.
43:22There you go.
43:23Unison.
43:25You're the winners.
43:26Very well done.
43:28Now, then, I've got a little treat lined up for you.
43:33So, I'm sending you to the Chelsea Embankment,
43:36where you'll board a speedboat
43:38and take a thrilling trip up the Thames,
43:40accompanied by a glass of champagne to celebrate.
43:45Oh, my God.
43:45Thank you. Brilliant.
43:46So, well done.
43:48You've made it in to the famous final five.
43:52Thank you very much.
43:56Oh, my gosh.
43:59Well done, girls.
44:00Well done.
44:02Well, you know what we're going to do now.
44:04You need to go away.
44:05You need to have a chat amongst yourself.
44:07You're going to come back,
44:08and I'm going to talk to you
44:09and go into a lot more detail.
44:10and decide which one of you
44:13will be leaving the process today.
44:15Okay?
44:15Off you go.
44:28I mean, it feels great.
44:31Three times winning as PM.
44:33Wasn't going to work under Lottie again.
44:35I did not want her to be PM.
44:36She's demonstrated no skills in leadership
44:38throughout the whole of every task.
44:42I'm wearing the perfume now.
44:43I genuinely am.
44:44It smells nice now.
44:45I can't smell it anymore.
44:46Was that yesterday's version?
44:47Oh, no.
44:47Please, no.
44:48I wasn't chosen for PM
44:50due to the fact that the girls
44:51clearly didn't trust my leadership.
44:52But we're now moving into the final five.
44:54It's each to their own,
44:55and I'm going to prove that
44:56I'm a very worthy and strong candidate by myself.
44:58To the final five.
45:00To the final five.
45:00Cheers.
45:01Well done.
45:02So it's actually going to go a bit faster.
45:04Oh!
45:05Oh, my God!
45:06I should have been on that team with you.
45:12But equally, I felt like I could trust you.
45:14And I feel like you under-delivered.
45:16I thought you got it.
45:17I thought that.
45:18When I put that on there,
45:19I thought, oh, it's aspirational.
45:20It's showing someone who's breaking out of her comfort zone
45:22and she's going out there and enjoying the world.
45:23Would you think that package and bottle look good?
45:24I don't like it.
45:25The reason we lost this task
45:27is because we're our end product,
45:28which is all down to Lewis.
45:29I really feel if I'd done this task on my own,
45:31we'd have won.
45:32Do you know why I end up on that team on my own?
45:34It's because I didn't trust him on his own.
45:35Maybe that was a mistake in itself.
45:37What did you do with the perfume?
45:38What did you do with the pitch?
45:40Yeah, but it's not all just about the pitch.
45:41I was on the perfume team.
45:42I made a good smell.
45:43The whole branding on your side was off the market.
45:45What have you actually done the entire time?
45:46And I'm sat here today going,
45:47what did you do through this task?
45:49Contributions in the pitch is not why we lost this task.
45:52Heading into this boardroom,
45:53I really need to show that,
45:54emphasise that,
45:55show what I'm capable of,
45:56because I'm capable of a lot.
45:57I need to now portray that.
45:58I feel like you could have been on my team
46:00because you were a beauty brand.
46:01Yeah, I agree.
46:02In hindsight, if I knew what I knew about.
46:03I've not touched a beauty product in my life.
46:05Pamela notoriously coasts through the process.
46:08She hasn't taken control.
46:09Dean, another one,
46:10he constantly hides away
46:12because he's so terrified of being fired.
46:14Who do you want working with you?
46:15Do you want the guy who's going to try and may fail?
46:17Or do you want the guy who's never going to try
46:18because he's scared of failing?
46:29Yes, Lord Sugar.
46:30Could you send the three of them in, please?
46:32Yes, Lord Sugar.
46:34You can go through to the boardroom now.
46:35OK, now, Pamela, you know,
46:51you recall I said in previous tasks
46:54that I haven't seen anything from you
46:56and I said to you last time,
46:58you are going to be the project manager,
46:59like it or not.
47:00But you didn't seem as a project manager
47:04to control it properly
47:06because, I mean,
47:08the total product is disjointed.
47:11Yes.
47:12You know, that is disjointed from that.
47:14And it was your job
47:15to knit these two things together.
47:18I thought we did have a really clear vision
47:19that morning
47:20and I thought simplicity,
47:22but I really never imagined
47:23that Lewis would put a picture on the bottle.
47:26I didn't know that was...
47:27Simplicity is quite broad.
47:28It is broad
47:29and I think we knew who our target mark was.
47:31We wanted it to be uncomplicated.
47:32We wanted it to be modern woman
47:34and I totally accept your saying
47:35clearly I didn't communicate it firmly enough to Lewis
47:38but I really trusted his vision.
47:40Yeah.
47:41I had to make this.
47:42I took, as you mentioned there,
47:44modern woman, confident.
47:45These are all key words
47:46and I literally sat there and went,
47:47is it aligned with that?
47:48And I had to try and make it in my head
47:49and I was trying to be obvious
47:50with that on the packaging.
47:51And do you think that that targets
47:52who we're talking about with her shorts?
47:53I was trying to incorporate that into the picture,
47:56into someone who is not afraid to break traditions,
47:58goes outside of a norm,
47:59is confident enough to explore.
48:00But that's our story.
48:01That's what we're doing in our picture.
48:02It doesn't need to say that on the packaging.
48:04I've done what I would do with other packs.
48:05I've obviously never worked with perfumes before.
48:07I'm not being funny, Lewis,
48:08but Scarlett is a recruiter.
48:09She's a headhunter.
48:11She doesn't have a degree in marketing.
48:13She produced that.
48:14I think this is where it's obvious
48:15that Scarlett has had more experience
48:16in products like this
48:17and she's really brought into it.
48:18She's had no experience in products.
48:20No, with perfumes.
48:21She's in headhunting.
48:22She's got...
48:23No, she did really, really well.
48:24She beat me,
48:25blew me out of the water completely.
48:26Yeah, we know that.
48:27We can see that.
48:28Okay, Pamela.
48:30Yes.
48:30You're in this business.
48:31I am.
48:32You sell products that are packed in boxes.
48:35You know the importance of presentation
48:37and stuff like that.
48:38Why didn't you take on this bit?
48:41It was a huge oversight on my part.
48:43I really trusted Lewis.
48:44I thought he had the skills
48:45from previous tasks,
48:47not just...
48:48I wasn't avoiding anything there.
48:48You can't come back
48:49and blame Lewis
48:50for a mistake that you made.
48:52I agree.
48:53I should have given clearer direction.
48:54No, you should have gone without any discussion
48:56onto that.
48:58Yes.
48:58And whether Dean's by himself
48:59or the two of you,
49:00however you work it out,
49:01but one thing's for sure,
49:02you should have been in Lewis's place.
49:04Yes.
49:04I was flipping back and forth.
49:05It was a really tough decision.
49:07And now, in hindsight,
49:08I made the wrong choice.
49:09You know, in fact,
49:10knowing the background to this,
49:12the name should have been
49:13Indecision by Pamela.
49:16Okay.
49:17So, Dean,
49:17to me,
49:18you're so invisible,
49:19I might have to start talking to you
49:20via a Ouija board.
49:22This is, you know,
49:23a task in which
49:24you're supposed to have contributed.
49:27Why did the two people
49:28don't trust you?
49:30I don't know, Lewis.
49:31Why do you have that judgment?
49:32It's just,
49:32I've not seen you
49:33really apply yourself.
49:34Because we haven't worked together.
49:35No, you just have to have done
49:37the first two tasks
49:38you've worked together.
49:38And on top of that,
49:39I listen to everyone's conversations.
49:40It's always like,
49:41you seem to be ducking and diving
49:42and avoiding.
49:43I put myself up
49:43at PM last task.
49:45Yeah, but it's half-hearted.
49:47But at the same time...
49:47What do you mean half-hearted?
49:48How is it half-hearted?
49:48That's the opinion I've got of you.
49:50I just couldn't trust you
49:51leading the team
49:52or being on your own on the team.
49:53I don't think you've got
49:53enough information from me
49:54to make that judgment.
49:55We've worked together once.
49:56What you did in the pitch
49:57was walk up to somebody
50:01and that's, you know,
50:02the smell in general.
50:03I didn't want to speak for no reason.
50:04I only wanted to add value.
50:05You didn't talk up
50:06in the pitch, did you?
50:07I did contribute, but...
50:08I can stand forward and say,
50:09right, I know
50:09I've made some mistakes in this,
50:11but I took air tech ownership over it.
50:13I at least tried my heart out.
50:14And I'm not happy
50:15with how it's turned out
50:15and how people have perceived it.
50:17But at least I can say
50:17I was involved in this task heavily.
50:19Yes, sir.
50:19I certainly was, yeah.
50:21But you made an absolute meal of it.
50:22If I was on that team alone,
50:23I would have done better than that.
50:24All right.
50:26Anyway,
50:27normally I would ask the project manager
50:28which two people
50:29that you're bringing back.
50:30Well, of course,
50:32there's only three of you anyway.
50:33Yes.
50:34So you're all coming back.
50:35That's for sure.
50:36I'd like to speak
50:38with Claude and Karen.
50:40So step outside
50:41and I'll call you back in shortly.
50:43Thank you, Lerj.
50:47Well, Pamela,
50:48I mean, look,
50:49she should have been more in control
50:51and she certainly wasn't in control of this.
50:54It was disappointing in this task.
50:56She had a great opportunity.
50:57This is her area.
50:58She should have shone through.
51:00She didn't lead from the front
51:01and she didn't put the right people
51:02in the right team.
51:04Well, Lewis
51:04is a marketing man
51:08and I don't know
51:08where he went off the rails here.
51:10It was painful to watch him
51:11trying to get a strapped line out,
51:13trying to get a logo.
51:14He was blocked
51:15and I don't know what happened to him
51:16but he didn't come through
51:17with the goods.
51:19Oh, Dean,
51:19he hasn't done anything really.
51:21I think the only person
51:22who thinks Dean
51:23contributes on task
51:24is Dean.
51:25In the pictures,
51:26he had two great opportunities
51:28to tell the story.
51:29He failed to do it.
51:30He failed to make any impression whatsoever
51:32and once again,
51:33he dodged it.
51:35PHONE RINGS
51:35Yes, Lord Sugar.
51:38Can you send the three of them in, please?
51:40Yes, Lord Sugar.
51:41Well, Sugar, we'll see you now.
51:54So, out of the three of you,
51:56Pamela,
51:57which one do you think
51:58should leave today?
51:59If it's based on this task alone,
52:01I'd have to say Lewis
52:02because I really feel
52:03that the packaging let us down.
52:04And if it's not based
52:05on this task alone?
52:07Oh, it's really hard, Lord Sugar.
52:08I haven't worked with Dean
52:09as much as I've worked with Lewis
52:10but I can't...
52:11I like working with Dean
52:12and he's a lovely guy
52:13but I haven't had
52:13as much experience
52:14working with him.
52:15And Lewis?
52:16For me,
52:16I think the marketing
52:17and branding wasn't great
52:18but I had to go on
52:19the initial brief
52:20and I had to go off
52:20what Pam said
52:21so I didn't really have
52:22anything to work with.
52:23I'm talking to him.
52:24I literally had to do it
52:25all by myself.
52:26So, who's responsible?
52:27For that,
52:27I'd have to lean on Pam
52:28because she was the PM
52:29of the task
52:29and I didn't get any guidance
52:30or anything like that.
52:31I put the person
52:32that I thought had
52:32the best experience
52:33You notoriously coast like that.
52:34You say you avoid
52:35the limelight.
52:36No, Lewis, I do not coast.
52:36In this sense,
52:37you've avoided the limelight
52:38because I'm here.
52:39I'm a great fall guy
52:39and I'll all round up
52:40and say I don't think
52:41it's great
52:41but at least I tried.
52:42You have a degree in this.
52:43If this was my business,
52:44I would...
52:44You've worked in beauty brands
52:46for years, years, years.
52:47I work in innovation
52:47and do you know what?
52:48In my business,
52:49I still pay people
52:50to help me with the packaging.
52:51I still pay people like you
52:52and I would fire you
52:53if this was my money,
52:55my brand.
52:55What's interesting
52:55is that he sits there
52:56because I create the perfume
52:57but I reckon you create the perfume.
52:58No, we didn't.
53:05Because, Lord Sugar,
53:06at the end of the day,
53:06you need to invest
53:07into someone's business.
53:08My business is ready.
53:09I know what I'm doing.
53:10I don't have to hit those hurdles
53:11like others do.
53:12I've already done that
53:12and I'm near the top of my industry.
53:14I'm not the best
53:14but I will be.
53:15The only person
53:16who thinks you contribute
53:18is you.
53:19I'm not just talking about now.
53:20I'm talking about
53:21in the past 10 weeks.
53:22Well, I PM twice
53:23and I PM two victories.
53:25I know you said that was luck
53:25but I didn't...
53:26You were dead lucky
53:26on the last one.
53:27I don't think I...
53:27The music went up.
53:28Come on.
53:29The music went up.
53:29I absolutely smashed that.
53:30I was on fire
53:30and I was selling.
53:31No, you didn't smash it.
53:31But if you give me the opportunity...
53:32Why shouldn't I fire you?
53:34Because me as a person,
53:35I'm willing to put my everything
53:36into what I'm doing.
53:38I'll never give up working.
53:39I won't duck and dive.
53:40I won't avoid conflicts.
53:41I'll throw myself in there
53:42and I will take risks.
53:43And sometimes I may fail
53:44but at least I try
53:45and that's one thing
53:45I can walk away from.
53:46As a business partner,
53:47I think that's all you can ask for.
53:48Someone who will give it 100%
53:49and the fire in their belly
53:51will never go out
53:51and they'll never back down
53:52and they'll never pass blame.
53:53Look Sugar,
53:54I'm an accomplished entrepreneur.
53:55I have this brand.
53:56This brand is already a success.
53:57I literally started this from nothing
53:59and this is going places.
54:01All I need is help with scaling.
54:03All I want to do is
54:03get there faster
54:05and with your help,
54:05I really feel that
54:06we could partner together
54:07and take it further.
54:10Well, look,
54:11I think I've heard enough now
54:14so I don't want to hear
54:15any more from you at all.
54:20Pamela,
54:20this task
54:22was your opportunity
54:23to shine through, okay?
54:26and you haven't shone through.
54:28It fouled miserably
54:30on the marketing side,
54:31on the packaging
54:32and all that stuff
54:33and their fatal error
54:35of handling it all over to him
54:37and for that reason,
54:38you know,
54:38how can I say
54:40on this occasion
54:42that you should remain here?
54:46Dean,
54:47you've not so much progressed
54:49in this process
54:51but you seem to have lingered around
54:54and that's my feeling
54:56and Lewis,
54:58how can we overlook
55:00the fact that you're a marketing man
55:02with the degrees in marketing
55:03and yet the marketing
55:05was the thing that
55:06made this collapse?
55:08but you have in the past
55:13shown that you want to
55:14throw yourself into things
55:15but Pamela,
55:19my initial instincts
55:21and I have a gut feeling
55:22about people
55:23and I was right
55:25to say that you need to step up
55:28and take a task on
55:29and yet
55:31you're fouled in it
55:32and for that reason
55:33I'm really,
55:37really struggling.
55:42Dean,
55:44lots of claims,
55:47lots of things
55:47you said you can do
55:48but I haven't seen
55:50anything from you
55:52in the past 10 weeks
55:54to be honest
55:54and so
55:55it is with regret
55:57that you're fired.
56:00Well, Trigo, Karen, Claude,
56:01thank you for the opportunity.
56:03I've got a lot to show
56:03the business world
56:04and hopefully maybe
56:04you'll hear with me one day.
56:06Thank you very much.
56:08Good luck.
56:09Cheers.
56:10Thanks.
56:10Keep in touch.
56:11Will do.
56:12Pamela and Lewis,
56:24you're in the final five now,
56:26okay?
56:27And you know what that means.
56:29We can do a deep, deep dive
56:31into your business plans,
56:33both of you.
56:34Okay?
56:35Off you go.
56:35Thank you, Trigo.
56:40Oh, Dean.
56:42Lord Trigo's missed out on me.
56:59Young, fiery, creative
57:00and I've got it to go
57:02but Lord Trigo said
57:03stay in touch.
57:04I'm going to do exactly that
57:05and continue with my business.
57:08Very strange
57:09that there's just three of us
57:10here right now.
57:11Congratulations to us there.
57:13We have made it through
57:14to the final five.
57:15Who do we think's going through?
57:16Oh my goodness.
57:17I feel like three of them
57:18are at risk.
57:21Well, whoever comes back
57:23through that door
57:23I'm sure that they had
57:24a very harsh time.
57:25Oh my gosh.
57:26Well done.
57:27What a lot.
57:28Congratulations.
57:29I didn't think I was going back.
57:31Congratulations.
57:31Congratulations.
57:31Congratulations.
57:32Congratulations.
57:33This was so tough.
57:35It seemed to go on forever.
57:37I have to admit
57:38I went after Dean a bit.
57:39It's been a journey.
57:40Final five.
57:41Cheers.
57:42Cheers everyone.
57:44Cheers.
57:46Now, five candidates remain.
57:51Lord Sugar's search
57:52for his next business partner
57:54continues.
57:56Next time.
57:59I'm sweating.
58:00Business plans
58:01under investigation.
58:03This business plan
58:04is woeful.
58:05Like it happened organically
58:06you have to believe.
58:07No, I don't believe you.
58:09That sounds to me
58:09like the dog
58:10ate my homework.
58:11That was brutal.
58:13And in the boardroom.
58:14I don't get
58:15your business idea.
58:16I can't see it.
58:17Judgment day.
58:19You're fired.
58:22Oh, the interviews
58:23can't wait.
58:24However, wait we must
58:25as that is next week.
58:27Now over on BBC Two
58:28Dean's journey
58:29dissected by Tom Allen
58:31and to take a deep dive
58:32into a misspent adolescence
58:34from BBC Three
58:35Comedy Ladhood
58:36all episodes
58:37streaming on iPlayer now.
58:38in the end of the show.
58:40We'll be right back to you.
58:41See you next week.
58:41We'll be right back to you.
58:42you
58:43and we'll be right back to you.
58:44We'll be right back to you.
58:44You
58:45and we'll be right back to you.
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