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Lord Sugar and This Year's Contestants

“It is undeniable that smiling is one of the most powerful influencers, and is clearly an underlying factor in Lord Sugar’s final decision.”

• Analysis shows Lord Sugar’s preferential treatment to smiley contestants
• Contestants with bad teeth come under fire
• Predictions for 2017 Finalists

Recent analysis by White Glo’s dental experts has found that Lord Alan Sugar could be unconsciously biased when deciding on which of his Apprentice contestants takes home his £250,000 business investment.

The analysis shows 83% of the shows previous winners have white smiles, despite the fact that 64% of the UK population complains of having discoloured teeth. This is evidence of interview preparation going beyond the norm, as the ability to influence through a white smile becomes an increasingly popular technique.

Further still, the research shows not a single previous winner of the show has what dental experts would consider bad teeth. From Tim Campbell in 2005, through to Leah Totton in 2013 and Alana Spencer in 2016, all have big bright smiles, making them winners from the get go.

Lord Sugar made a previous faux pa by admitting to thinking twice before hiring women who may be looking to start a family, however the analysis would suggest the self-made millionaire is unconsciously selecting winners with the most attractive features.

As 2017’s contestants have been announced, the experts are making their predictions for this years winner and runner up, with Anisa Topan, Owner of a fashion PR agency taking the lead, followed closely by sweet company owner Sarah Lynn and recruitment firm owner, James White.

James Buchanan from White Glo comments “Anisa’s straight, white teeth will unconsciously give her the edge over her fellow contestants and her warm smile could see her through to the final. Both Sarah and James were keen to show off their smiles during the selection process, a factor which could see Lord Sugar demonstrate unconscious preferential treatment.”

He continued, “It is undeniable that smiling is one of the most powerful influencers, and is clearly an underlying factor in Lord Sugar’s final decision.”

Looking at last year’s series, Michelle Niziol was the first to hear the notorious phrase, “Your Fired”. While she failed to lead her team effectively, it is also noticeable that Michelle was lacking the signature white smile which series winner, Alana Spencer boasted.

White Glo’s dental expert, DR Georgio Sotriopoulos explains, “It is common knowledge that first impressions count, but with contestants on shows such as The Apprentice competing against other high caliber candidates, they need something to make them stand out. Projecting a glowing white smile exudes confidence, a feature which clearly wins Lord Sugar over.”

With 40% of Brits being too self-conscious to show their teeth when smiling, Dr Sotriopoulos explains how to achieve smile worthy confidence to rival this years predicted winners. “Incorporating a fluoride rich whitening toothpaste in to your routine can provide results with out requiring additional brushing time. There are so many options available on the high street, making teeth whitening accessible to everyone.”

While Lord Sugar and his trusted aides will appear to judge this years 18 hopefuls on their business acumen and personality, there is no doubt that appearance and a big smile can influence even the most scrupulous judges.


For additional comment and for imagery to accompany this release please contact Danielle on or Lewis Gunn on or call 02077179696.

Notes to Editors:

White Glo was first established in Australia in 1993 and was the first company to introduce teeth whitening products to the Australian market. White Glo is one of the market leaders in Australia’s whitening toothpaste and teeth whitening industries. White Glo products are now sold in the United Kingdom, South Africa, Russia, Singapore, China, Hong Kong, Japan, Middle East, New Zealand, Papua New Guinea, Greece, Philippines and Cambodia.

White Glo Diamond Series Whitening Kit is available in the UK at Boots, Superdrug, Asda, Tesco and Morrisions. RRP: £14.99.
The Diamond Series was originally formulated for actors and models and comes with an instant fit mouth tray, whitening gel and a professional whitening toothpaste.
For samples for review, please get in touch.

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