With consumer clarity in mind, Turtle Wax has redesigned and updated the packaging for its original range of colour enhancing products, Color Magic, in order to help car owners easily identify the right colour choice and product to best fit their vehicle’s needs.
The Turtle Wax Color Magic range, which is available as a scratch remover, colour enriched polish and a brand new trigger spray wax, have all been specially formulated to enhance a car’s paintwork colour, while gently cleaning and restoring the paint surface.
Turtle Wax has simplified its on pack messaging, which now features a handy colour fan to reassure customers that the product will suit their car and its particular colour. The label on Color Magic Color Enriched Polish, that comes with a free Chipstik to mask scratches and stone chips, has also been redesigned to match the colour inside the bottle.
Speaking about the new additions and on pack changes, Operational Marketing Manager (EMEA) at Turtle Wax, Vicky Jones, said: “We are constantly striving to evolve our products in order to meet the requirements of our customers, which is why we undertook extensive consumer research. Our findings revealed that consumers don’t want to spend time searching for a suitable product, so we’ve made the Color Magic range more accessible and clear.”
To encourage cross range selling and maximise on-shelf standout, Turtle Wax now also displays its Color Magic range by colour, as opposed to the product’s functionality.
Vicky said: “This group stocking will help draw in consumers to products matching their particular car colour and add clarity to the category, allowing customers to differentiate between the individual product benefits and understand their specific purpose.”
To raise awareness of the new and improved Turtle Wax Color Magic range, on June 19, 2012, the brand is launching a three month integrated ‘Put the Magic Back’ campaign, to encourage car owners to reignite their relationship with their cars.
The Color Magic range now includes:
Color Magic Scratch Remover, 150g
Now available in four new colours, dark grey, dark green, red and white, the Color Magic Scratch Remover tubes contain a specially formulated paste that removes light scratches and swirl marks while also adding colour. The coloured pigments and engineered abrasives carefully clean and restore paintwork, removing light scratches and masking deep scratches.
Color Magic Color Enriched Polish, 500ml
To help consumers easily identify the right colour for their vehicle the labels on the Color Magic Color Enriched Polish collection have been redesigned to match the colour inside the bottle. Color Magic Color Enriched Polish quickly and easily enhances a car’s paintwork colour. Suitable for all finishes including metallic and clear coats, it gently cleans and restores the paint surface, masking minor scratches and swirls. The free Chipstik fills in deep scratches and stone chips for up to 25 washes.
Color Magic Spray Wax, 500ml
Brand new for 2012, Color Magic Colour Enhancing Spray Wax is the perfect way to boost shine and protection between applications of Color Magic Color Enriched Polish. Containing no harsh abrasives, the product has been formulated to provide the benefits of a conventional wax with less time and effort. It removes light dirt, dust and water spots from the paint surface, while enhancing the colour of paintwork and adding outstanding shine and protection. With an easy to use trigger spray, simply spray on and wipe off with a microfibre cloth for exceptional results. Available in black, dark grey, dark blue, dark green, dark red, red, silver and white.
For more information: 0844 257 8008 or www.turtlewax.com