In 2003, Lewis Henry had big dreams for the tanning lotion company he helped create. Rather than throwing together just any old product, Lewis and his team built a company that would offer lotions that are on the cutting edge of package design, fragrance and ingredients. This plan became the cornerstone for Devoted Creations, which made a huge splash on the tanning scene in 2004. With one successful product line already under their belts, the Devoted Creations team now looks to add to its offerings and will soon relocate to a larger facility. Clearly, there are some exciting times ahead for this Florida-based company.

Following the Sun
The Florida sun and one man’s desire to create the ultimate tanning lotion led to the birth of Devoted Creations. After graduating from the University of Southern Maine, Lewis Henry decided an extended vacation to the Sunshine State was in order. “I initially went down there for a two-month vacation, and I ended up falling in love with the weather and decided to stay,” Lewis commented. “The next step for me was to find employment.” His first job was managing a bar and restaurant, which he enjoyed, but knew his Bachelor of Arts in international marketing could be better utilized. This led him to discover an employment opportunity at indoor tanning lotion manufacturer Kava Kava International. “My first experience with indoor tanning was when I was in college – I did a lot of it to prepare for a Spring Break trip, and I fell in love with it,” he said. “I was very excited to begin working in the indoor tanning industry.” The young man’s aggressive, businesslike nature was quickly noticed at Kava Kava International, and in a short time, Lewis was promoted from salesperon to vice president of marketing and design.

Seeking the Ideal Lotion
After four years with Kava Kava International, Lewis was eager to make an even bigger mark in the indoor tanning industry. “After the Indoor Tanning Association World Expo 2003 in Nashville, we began talking about the possibility of creating another product line, and this got me thinking about my concept for the ideal lotion,” he explained. “In terms of staying informed on the latest skincare ingredients, I believe that the tanning industry tends to be behind the beauty industry, and we wanted to close that gap by offering products that not only help develop a great tan, but take care of tanners’ skin, as well. This product would also have cutting-edge packaging and fragrance.” With this concept in mind, Devoted Creations was born, and the company’s six-product lotion line debuted at the ITA World Expo 2004 in Orlando.

Staying true to Lewis’ initial goal for Devoted Creations, the company produces a line of tanning lotions that also provides skincare benefits to its users. “All of our lotions contain the Strivitan formula,” Lewis explained. “This unique formulation offers some of the strongest skin-firming and fine-line-reducing benefits to those who use it on a regular basis.” In addition to the skincare properties, all Devoted Creations lotions are aloe vera based for proper moisturizing of the skin, and contain tyrosines and other ingredients for superior tanning results. “So much goes into developing each of our products – we challenge people to try it and see for themselves,” Lewis commented.

Although Lewis heads the Devoted Creations team, he’s the first to admit that he couldn’t do it without the help of the company’s 27 full-time staff members. “I’m very lucky to work with a highly-talented group of individuals who do their very best each and every day,” he remarked. “I would especially like to acknowledge Steve Anderson, Head Graphic Designer, for his excellent work on all our packaging, posters and other promotional materials. It was absolutely amazing the way he was able to take our concept for this lotion line and make it a reality. His time, effort and attention to detail were astonishing.”

An Impressive Debut
Being the relative “new kid” on the lotion block, Devoted Creations set out to make its tanning industry debut a memorable one. At the ITA World Expo 2004, it became clear that the company understood the exciting and often humorous nature of the indoor tanning business. Their creative exhibit featured a game show in which Expo attendees competed by answering questions about the lotion maker’s products. “We knew we didn’t want to have the typical tradeshow booth – we needed to do something different to catch people’s attention,” Lewis explained. “The game show was great because it educated people about our products in a fun and entertaining way, and it helped draw a lot of attendees to our exhibit. We held two contests each hour, and the booth was packed every time.” Thanks to their splashy debut at the ITA show, Lewis says Devoted Creations was able to pick up many new clients as well as American and European distribution partners, allowing the company’s products to be sold at salons in New Zealand, Australia and the United Kingdom, as well as the U.S.

“At Devoted Creations, we understand that the more support salon pros get from the manufacturer, the better they’ll do at selling the product,” Lewis commented. “That’s why we offer a very aggressive salon support program.” This program, which is administered directly by the company, offers a $4 rebate on every full-sized bottle purchased, all year long. Also, for every six bottles of Devoted Creations product purchased, the company throws in one 16-ounce sample pump for free, another offer that is good all year. “To keep our salon clients on the cutting edge of product education, we’re currently developing an interactive training DVD,” Lewis added. “We’re also going to step up our salon training efforts, both through our distributor network and by conducting on-site training at individual salons.”

Just Getting Started
“We’re currently developing another product line that will be more high-end,” Lewis said. “These lotions will feature unique packaging and fragrances, and the best in tanning and skincare ingredients. Fans of our earlier formulas won’t be disappointed because we will continue to produce our first line of lotions.” This new high-end line, as well as all other Devoted Creations lotions will be produced in a new, state-of-the-art, 34,000 square-foot manufacturing center located about two miles from its current headquarters. “We’re relocating to the new facility in August, and everyone here is very excited about it,” Lewis commented.

If Lewis Henry has anything to say about it, Devoted Creations’ passion for indoor tanning will ensure their successful future in the industry.