'I Don't Understand Why You've Sexualised This' | Dragons' Den

Wendy Newby is seeking a £50,000 investment for a 20% stake to drive her business to success. She-icer is a cherry-scented, pink more portable de-icer to appeal to female drivers, but will the Dragons' think this is all a bit too sexist?

Season 11, Episode 5

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An international sensation, Dragon's Den features entrepreneurs pitching for investment in the Den from our Dragons, five venture capitalists willing to invest their own money in exchange for equity.

#DragonsDen #BusinessPitch #SheIcer

[Versiris]

Nobody brought up the point that you could just take some regular de-icer and put it in a small travel bottle... and that solves the portability problem lol

[ellenkarlsson]

My mum struggled with frozen locks, her solution: a cigarette lighter. I haven't seen her carry around a lighter for years now so I guess Peter was right about modern locks not freezing.

[MrBrad]

I'm a locksmith at a hardware store. We sell small purse sized lock deicer for 3.99 a bottle, been around for like 20 years. She has nothing new here, just pointlessly gendered crap.

[renownedbandanawearer]

I feel like she identified a need of her own and created a product to cater for it, suited exactly to her personal taste. She just put so much of her specific desires into it and ended up with something that’s just not marketable to enough of anyone else.

[PurpleJamOfficial]

I didn’t mean for it to only be aimed towards women, it is literally caller sheicer 😂

[jasonhurd]

When the two women, who after all are part of the group you are targeting, immediately declared themselves out, the pitch was effectively DOA.

[FlossCandy]

De-icer is made to have a bitter smell/taste to stop children and animals drinking it…it smells sweet otherwise. It’s literally a safety feature.

[MadameCirce]

The most needlessly gendered product I've seen since BIC thought slapping a gender on pens would be a good idea.

[paulthomas]

“To be fair the rest of them on the market are blue.”

Yeah, that’s not to make them boyish. That’s so they look less like juice and kids don’t try drinking it.

Now she’s putting strawberry smelling pink de icer into mummys’ handbags.

[gdog]

Let’s just say, it was a frosty reception

[yvie]

The mistake she made was not validating the products with stats. How many women have cars without keys? What’s does data show about sense of smell in products? How does it affect their desire to purchase etc… 🤦🏾‍♀️

[Brukernavnn]

3:41 "It's quite nice to sit in the car when it's freezing cold" is an absolutely insane statement by him. It takes time before the car warms up, it's the opposite of nice to sit there and wait.

[jeanleongerome]

"her last hope is duncan" here we go 😂

[cupidwxings]

Never thought I'd see a gendered de icer in my life but here we are 😂😂😂

[DanInBangkok]

Usually I avoid the comments while watching because I don't want to know if they got investment, but after about 2 seconds I came straight to the comments for a laugh. What a terrible problem.

[remchaill]

Her smaller bottle is still too big for anyone to conveniently carry around, and I wouldn't trust a cheap plastic bottle not to leak in my bag or pocket. The smart thing to do would be to create something about the size of a cigar, plenty enough to de-ice a lock maybe ten to twenty times, and would actually fit in a lady's purse, or a man's pocket. And a durable, unisex design, something a little stylish, perhaps a buffed metal look, suitable for any gender.

[ellekay]

I LOVE watching pitches with ridiculous products. Hits different.

[WaterisjustWet]

All that time, during her pitch, I was wondering how it tasted. Well, it smells nice, it has a strawberry color, why not try it? I know it's de-icer, but I bet my little child doesn't know that. This was never mentioned in this episode. It is slowly going away from the market to make dangerous products less appealing for children to drink or eat.

[hapustatw]

Imagine if a man had said "I've coloured it pink to make it appealing to the female eye" 💀💀💀

[rantlyy]

Update: Unsurprisingly the company is dissolved and the product was a complete and utter failure.