An applicator device for applying a substance to an area of the body that is difficult to reach includes a collapsible handle and a head portion rotatably mounted on one end. The head portion includes an attachment means, which can comprise either a field of hooks or a field of loops. The attachment means receives a two-sided pad engagement member that preferably has fields of loops or hooks on one side to engage the respective hooks or loops of the attachment member, and a field of hooks on its opposite side. The hooks of the pad engagement member can securely retain a pad that carries the substance to be applied to the body.