The 17 remaining candidates join Lord Sugar at the cactus room of London’s Barbican Conservatory and are tasked with also creating a digital billboard and 30-second TV advert alongside branding that highlights the shampoo’s USP – cactus seed oil.
It’s back to girls vs boys (Boundless/BBC)
The teams, switched back to girls vs boys, were also told they would have to pitch their product to industry experts before Lord Sugar – their ‘prickly customer’ – decided who would get the chop.
Salon owner Charleine Wain went head-to-head with hair extension entrepreneur and inventor of a heated hair bun, Aisha Kasim, for leadership of the girls, but Aisha’s experience won out.
The boys selected Richard Woods, director of a digital marketing agency for eight years, but who Baroness Brady branded as like someone who had ‘bought a management book and read it cover to cover before coming here’.
Brett takes a leading role (Boundless/BBC)
Brett Butler-Smythe suggested the tagline, ‘Live life rough then make it smooth’, while Scott Saunders struggled with both the spelling of cactus and desert. They eventually settled on the name ‘Western – for Desert Dry Hair’.
Taking their cowboy shoot-’em-up suggestion lightly, Joseph Valente put his gardening skills to good use by utilising a bucket and watering can for the boys’ soapy billboard shoot.
Over on the girls’ team, dictatorial Aisha accepted her team’s plan to target the ‘grey pound’ or over-50s market, but hired two unsuitable 20-something models for her billboard campaign.
Claude was little help in the shampoo brainstorming sesh (Boundless/BBC)
Luckily good sport Ruth Whiteley was willing to get into the spirit of it as she became the face of ‘Desert Secrets’ and their cactus-flower bottle.
Inevitably, when the other half of the teams tackled the TV adverts, their brand continuity went from bad to worse.
And a dry pitch from one team and a tongue-tied delivery from the other had industry bosses wincing as nerves took over.
Find out who had more than just a bad hair day in episode two of The Apprentice at 9pm on Thursday, on BBC One.