‘The Apprentice’ is a BAFTA award-winning British reality television series in which a group of aspiring young businessmen and women compete for the chance to win a six figure salary job as an Apprentice to the British business magnate Sir Alan Sugar. The same format billed as 'The Ultimate Job Interview' is also popular in America, where it is hosted by Donald Trump.

Following in the footsteps of the 'The Apprentice', Ms. Duffy organised that ISH stage a competition amongst year 11 students to form teams and design and promote a new fragrance. The aim of the competition was to use different disciplines i.e. chemistry, business, ICT, English etc., 15 entrepreneurial teams took part, drew up and proposed a business plan, created a perfume and pitched why they should be chosen as the winner on July 6, 2009. Mr. Gould, Ms. Cosentino and Mr. Hare, each representing the characters of Sir Alan Sugar, Margaret Mountford and Nick Hewer found the creative and business skills of all the teams intriguing and finally judged the ALIVE team the winner. Congratulations go to all who took part in this useful experience.

 ‘Alive’ created a perfume collection based on the Elements. Their collection consisted of four perfumes named Oxygen, Helium, Neon and Arsenic. Click eLEMENTS to view their four marketing adverts on this website’s movies gallery.