Meguiar's NXT wax includes a new trademarked component called hydrophobic polymer technology. The product creates surface tension that forces water to bead and run off. The wax has properties that allow it to provide a just-washed shine and protect against oxidation, corrosion and ultraviolet light. A representative of a leading automotive retailer states that the product "behaved like nothing else we have seen."
Turtle Wax's Ice brand is a lineup of interior and exterior care products that continues to grow in popularity. The line's star is its Total Interior Care. It protects interior surfaces by repelling liquids that can stain. When applied, it leaves behind a fresh scent that may be appealing to users.
The distribution method of a chemical impacts the product's effectiveness. Aerosols come and go from automotive chemicals, and in 2008, retailers are anticipating the arrival of Eagle One's A-Z tire cleaner in aerosol form.
On the performance side, Shell created V-Power gasoline to conform to the 1995 EPA regulation that required the use of detergent control additives that prevent the accumulation of carbon deposits in vehicle engines. The V-power brand was well received by consumers, and industry participants anticipate that Shell will capitalize on the success of V-Power by expanding the brand to include other performance chemicals.
A number of participants offer engine oil stop leak products. In 2008, retailers will have Lucas Oil's version on the shelf. Lucas Oil is a leader in the performance chemicals segment, and expectations are that this product will be a strong performer.
Chemical product managers admit they haven't seen a lot of new technologies or product formulations this year. They have seen some line additions but the big trend in chemicals is brand repositioning. The repositioning and packaging strategies are intended to define the image and attract customers by demonstrating the brand's broad coverage.
