Lisa Parsons has been a member of the Devoted Creations team for four years. During that time she’s traveled extensively to educate distributors and salon partners not only about their product, but also about the sales and basic knowledge that makes salons a success. And with her growing involvement with their new product developments, Lisa’s got a pulse on demand, trends and customer relations.

We asked, she answered.

Q: What big changes have you made to the Devoted Creations lineup for 2013?

A: We launched three new lines for this year. The new high-end collection is called Color Rush. The collection really stands out: Large 13.5-ounce bottles are dipped in chrome and have medallions on them. They hit a higher retail price point, but should sell well because customers get a lot of product.

Our Believe in Pink line meets our salon owners’ needs for lotions at the $35-$43 price point. The 10-ounce bottles stand out on the shelf, catering to the younger tanners with its flirty design.

We also created a completely separate line called It’s Delicious. We saw a need for lotions in that tricky $16-$21 price point. There is a product in every category — even an indoor/outdoor product and moisturizer.

Q: How is the It’s Delicious line unique in its category?

A: This works perfectly for younger audiences around homecoming and prom. Some clients try to bring in products from the grocery store but now you have something to offer them at a similar price point. So, not you can divert that money back into your salon. Cute cereal-based packaging helps it stand out from many lower priced lotions, which are usually fruit based. This smells exactly like our favorite cereals, which everyone will love! There’s a great intro kit available from our authorized distributors.

Q: How has the Devoted Creations brand grown over the past few years?

A: We have grown tremendously by creating products that our customers like. The new lines have raised the bar on our products this year. We have something in every single price point, and we have products for every need. We are constantly picking up new distribution — Devoted Creations is in over 40 countries, but we grow most in the U.S. and Canadian markets every year. We evolve by hiring more trainers, a larger staff and by keeping up with the clients. We have to have the manpower to come behind what we do since we are the manufacturer. Everything we do here is done in-house.

Click here to read the entire article in the latest issue of Smart Tan Magazine online.