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Wash & Wax (CLO24001EN)

As would be expected, the leading consumer car care activity is the act of washing the car.  Almost all vehicle owners claim that their car is washed.  However, common household washing up liquid is used for washing cars most of the time, and a car wash specialty product is used in less than 40% of all car wash occasions.  This obviously provides a huge potential for increased sales of specialist car wash products, provided that the consumer can be persuaded to switch from household washing up liquid to specialty car shampoo products.

Consequently, it is important that the consumer is aware of the key benefits of car wash products that household soaps cannot deliver, namely:

Specialist car wash products leave a shiny finish.
They provide a car wax protection.
They provide effective cleaning on car-specific dirt such as insects, bird droppings and tar, etc.

To address these issues, Armor All have developed three superior wash products: Car Wash, Wash & Wax and Heavy Duty Car Wash.  Armor All Wash & Wax has a powerful cold water formula that cleans your car whilst adding that "just waxed" shine and protection of Carnauba wax.  It is an ideal wash to use in between polishing, as it gives a quick boost to all types of waxes, giving a high shine to the paintwork and maintaining water beading protection.

The Product

The common theme for all three Armor All Car Wash products is that effective automotive vehicle cleaning can only be achieved with a product specifically designed for this purpose.  Just as consumers would not use washing up liquid as a hair shampoo, so are these products also ineffective for car cleaning.

It is important that each of the product's key benefits is focused upon in order to convert consumers to car-specific products and attract the largest percentage of these new users to one of the Armor All branded products.  Each of the Armor All Car Wash products emphasises a distinct benefit and positioning.

The Benefits
Armor All Wash & Wax:
Is ideal to use between polishes
Provides a quick boost to all types of waxes giving a high shine to the paintwork
Is biodegradable, so gentle to the environment
Provides wax protection and cleaning at the same time
Contains Carnauba wax for a 'just waxed' look.

Product order ref: CLO24001EN
Highway Auto Centre price: £3.99