Mitchell enters the Shark Tank seeking a $150k investment in exchange for a 10% stake in his company. Then he begins to explain how Pure Ayre is the only safe and all natural odor eliminator on the market. Immediately after that, Mitchell asks the Shark Barbara Corcoran to come up and assist him for a moment. She obliges and watches as Mitchell sprays a piece of clothing with ammonia, which mimics the smell of urine. Corcoran smells it to acknowledge that it does indeed smell. Then, after that, he sprays the cloth with Pure Ayre and tells the Sharks that his product doesn’t just mask the smell, but breaks apart the particles that make the smell. He then allows Corcoran to smell the cloth again, which she says “smells wonderful”. Then, to drive home the message that this product is completely safe, he prays some of it in his mouth and tells the Sharks that it is also completely edible.
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