He also researched a formula for a base to add the ingredients to which was simple and pure, and non-allergenic to the most sensitive of skin types. The original base contained emulsified oils, water, and alcohol. This base product was produced for him by a registered cosmetics products manufacturer in New Zealand.
Dennis originally used his own equipment to create small batches of the formula, which he trialled first on himself and then on selected patients who were happy to try something new to help them to alleviate their pain. The formula worked quickly and Dennis was able to carry out manipulation of the spine and other areas of the body much more successfully once the pain was reduced. It was so successful that patients reported relief within a very short time, often leaving his clinic pain free.
After a short period of time Dennis' patients were asking him if they could have some of his formula to take home, and so he started making small take home pots for them. He then thought about naming and labelling it, and, as he believed that he had created the real deal product, he named it Real Deal Hurt Creme, and developed the slogan 'Rub it in where it hurts'.
Soon Dennis began taking his creme to health shops in 100 gram pots with hand printed labels and got some of them interested in stocking and selling it to the public, so had a local printer print labels which helped the look and acceptance of the product. Over the years the pots and labels were upgraded, word of mouth and more stores stocking it increased production which suggested he should have the creme manufactured in a facility. This factory still produces the creme to this day.
