In December 2022, Dashing Diva started an MLM opportunity called “The Diva Life.”
In January 2023, Dashing Diva said it would “no longer continue with The Diva Life program.”
Here’s what went down.
I’m not going to act like I know anything about Dashing Diva, but it seems to have a bit of a cult following among its customers.
In November 2022, 2.22 million people went to Dashing Diva’s website, which was tracked by SimilarWeb. This fell to 1.1 million in December 2022, which was about the same as October 2022.
96% of the people who visit Dashing Diva’s website are from the US.
The website for Dashing Diva says;
Dashing Diva was started in 2003 to create the best salon experience with cleanliness in mind. They made it a “Instagrammable” moment before Instagram even existed.
Over time, we wanted to bring the salon experience to you, so we made Dashingdiva.com.
Today, we make it fun and easy to get manicures at home that will make you look great.
With pressure-sensitive adhesives that have been patented and more than a thousand different designs to choose from, we combine style and the latest nail technologies.
In 1998, KMC Exim was the name of Dashing Diva’s first band. CEO John Chang began the business in Port Washington, New York.
So far as I know, Scott Halversen, who had just joined the company, was in charge of The Diva Life division.
After getting a lot of bad feedback from customers, Dashing Diva tried to reassure them on January 11 that The Diva Life wouldn’t change how the store ran.
But the backlash kept going, so on January 14, Dashing Diva posted a second response from the company.
I don’t know what happened at Dashing Diva over the next few days behind the scenes, but things seem to have gotten worse on the inside.
The story came to an end on January 17, when this email was sent to all of Dashing Diva’s customers:
Halversen talked about a blogger named Tasha at Making Managing Money. Since then, Tasha has shared the emails she and Halversen sent each other before the public email on January 17th.
No matter what Halversen’s goals were, his email only made the angry customers more angry.
Within 24 hours of Halversen’s public email, Dashing Diva told the public that it was ending its MLM opportunity.
Correspondence between Dashing Diva and its customers suggests that Halversen was fired within 24 hours of sending the public email.
Whether or not The Diva Life’s pay plan was set up as a pyramid scheme or not, I think this is a good example of how to talk to your customers.
Customers who are loyal can be loud, and if your business does something they don’t like, you’ll probably hear about it.
Customers did help Dashing Diva make the right choice in the end. Before announcing The Diva Life, they might have done better if they had asked their customers what they thought.
This won’t work for every company that wants to start an MLM. But if you have a close-knit fan base like Dashing Diva, it’s probably a good idea.
This is true for pretty much any job: if you’re a new hire at a company that already has a lot of retail customers, look around before you decide to go nuclear.
I spent most of the weekend looking at every comment and account on Instagram. In general, I would say that about 40% of the comments are from competitors who are afraid of our product and the way we’ve chosen to market it. 30% more are bots made to follow those comments and see what’s popular.
This is pretty bad, but it’s the way social media works.
20% of them are social influencers who feel threatened by our business model because they know they aren’t as good as you at turning followers into sales.
The other 10% are either just plain stupid or so unhappy that nothing can be done to help them.
Even though I can’t say for sure, I think the above paragraphs are probably what killed Halversen and, by extension, The Diva Life.