So… we went viral again.
You’ve seen it all over your FYP, but here’s what actually went down during our Dragon’s Den appearance from Lucie’s POV.
Filmed in Manchester of July 2024, the pre-show trifecta was complete: Odd Muse coord for for the ultimate woman-in-business look, makeup complete and crucially, a head of Hair Syrup-approved locks. With an inner monologue of line rehearsals and build up of nerves, it was time to take the stage. The offer - £190,000 in exchange for a 3% equity stake.
What you didn’t see on screen was the conversation took place over three hours, condensed into a 20 minute segment. After taking to the stage, Lucie gave credit to the powerful hair oiling ritual that transformed her unhealthy hair. With a desire to convey the ‘must-have’ superior product performance to the dragons, in Lucie’s own words “Unfortunately, I don't think the dragons got to see the side of the business showing how incremental these products are to my customers' routines. We have transformed lives for people struggling with all types of hair concerns”.
Despite the intimidating nature of the show, this was a conversation not an interrogation. The dragons had a positive and caring nature, who after filming advised on building decisions, in-person activations, retail strategy and more.
Not sure of this bit (I like the rebrand bit): In terms of individual feedback to enhance the trajectory of the brand, guest dragon Trinny Woodall encouraged improving email marketing, Peter Jones offered financial advice, Deborah Meaden gave feedback on eco credentials, Sara Davies helped understand the benefits of increasing D2C sales, then Steven Bartlett advised rebranding - which is now fully implemented as part of the range! Though an offer came close, Touker Suleyman left us with some pointers on email strategy. A motivational conversation to speak to those doing what you hope to achieve.
Then was the prolonged eight month wait for the episode to air, with the hopes of positive audience feedback. In light of the disappointment and immediate feeling of rejection after receiving no offers within the Den, this has been an overwhelmingly positive learning experience. After becoming an integral part of our community's journey to hair health with thousands of repeat customers; our community's loyalty to Hair Syrup shows the longevity of our brand mission to heal the world's hair. The before and after customer reviews don’t lie.
On another positive note, after generating 22 million post views, 1.1 million likes and 800k profile views, this experience has allowed us to adopt new members to the Hair Syrup circle in need of TLC in their haircare routine!
We are so excited to share our secrets to healthy hair with more of you since visiting the Den and can’t wait to show you all what comes next!
