Abstract: A device for applying lotions, creams and similar substances to any part of the body, particularly to the back and other difficult-to-reach areas is provided. The applicating device comprises three basic components: a one-piece frame having an elongated handle portion at one end and a reservoir retaining means at the distal end thereof, a pressure applying lid having top, central and bottom portions and a removable flexible reservoir having a porous, permeable or perforated applicator surface. The pressure applying lid and retaining means are configured to interact thereby advancing the lotion through the applicator surface. The applicator surface has a convex curvature which is substantially identical to the curvature of the bottom portion of the pressure applying lid, thereby minimizing waste of the lotion.