They've been pierced, waxed and beaten up by burly wrestlers but now it's time for the shy, awkward geeks of Seven's social experiment, Beauty and the Geek, to be rewarded with a full-blown makeover.
Dane Gade and Coby Davies are the first of the geeks who will undergo a head-to-toe transformation at 8.30pm today on Seven/GWN7, with their stylish new looks courtesy of the show's resident style guru Henry Roth.
Speaking to AAA from his New York home on Tuesday - where he braced for the wrath of Hurricane Sandy which struck the US city this week - Roth said his aim was to unearth a fresh new look for each of the contestants without taking away their originality and uniqueness.
"I think the focus this year, even more than ever before, it needed to be based on plausibility," he said. "I think that people want to look at these makeovers as profound and they want to believe it."
In carrying out the overhaul, Roth said he assessed each geek based on their personality and their style potential.
"It's not just about a look, it's about a lifestyle," he explained.
"When you're doing something like this, it's not just about 'That'll look good on you'. The things I look for, I have to get a feel of the person.
"I got a very good sense of their personality, their character. I found out a lot about their social etiquette, their dating history, their family interaction, their friends. You really have to understand the reality that these guys are truly socially isolated."
Though Roth admitted it was a "big responsibility" to transform the geeks with a style that could be easily maintained, he said the end result was very rewarding.
"It's nerve-wracking but it's tremendous work, the results speak for themselves," he said.
Aside from the show, the renowned wedding-gown designer said he hoped to visit Perth in February, where he would again dish out style advice to budding brides.