Devoted Creations: Less Hippie, More Hip

Going green is not what it used to be. Formerly considered a hippie mentality, green living is garnering a pretty hip reputation, thanks to forward-thinking companies like Devoted Creations.

As a lotion manufacturer, DC is known for creating high-quality products with a high-fashion look and edgy displays. Now, the company has jumped into the green movement with the debut of the Green Line that features three products: Puro (pure), Verde (green) and Terra (Earth). To live up to their green names, each paraben-free, organic lotion comes in a 100-percent recycled bottle and features a recycled paper label.

“The Devoted Creations mindset addresses the fact that what you put on your skin eventually will be absorbed into your body, which is why we were among the first lotion manufacturers to launch paraben-free, organic lotions,” says Lewis Henry, president of the Oldsmar, Fla.- based manufacturer. “As a company, we also are eco-conscious in our day-to-day business. This year, we wanted to take our awareness a step further—creating the Green Line was a natural fit.”

And it seems that it is a step in the right direction, as the Green Line already is generating a buzz among salon owners.

“Going green sets a salon owner apart—and differentiating yourself from the salon down the street is what it’s all about,” he says. “It’s important for salon owners to be progressive in what they offer and be unique; at the same time, those owners have a responsibility to be eco-conscious in their business.”

In addition to the green-minded bottles and labels, DC offers recycled displays promoting an “earth-friendly tan.” Henry says the displays are a great way to get consumers excited about the products because they explain what the Green Line is and what it does—and they let customers know that a portion of proceeds from DC’s Green Line are donated to Global Green USA, an organization dedicated to solving the world’s most pressing environmental challenges by reconnecting humanity to the environment.

“Consumers who buy Green Line products are buying a concept,” he says. “They will look for these lotions over other lotions because of what the line stands for.”

Henry plans to expand the Green Line and says the company is looking at creating more spa-oriented products to add to it, such as massaging creams and sun protectants.

“Personally, I think this is the most exciting thing to hit our industry in a long time,” he adds. “We want to go all the way with this.”