AAPEX and SEMA: Turtle Wax Says "Ice" Formula Is Greatest Advance in Car Polish Since Super Hard Shell

Turtle Wax Ice Polish and Detailer Provide Unprecedented Shine, Protection, Ease of Use

CHICAGO, Nov. 1 -- Turtle Wax(R) Inc. introduced a new car polish formula today at the AAPEX and SEMA auto shows in Las Vegas called Turtle Wax(R) Ice(TM) Synthetic Car Polish. Unlike traditional car polish, Turtle Wax Ice is a clear liquid that wipes on-and-off the exterior of a car with minimal effort while producing exceptional shine and protection. Turtle Wax is the No. 1 car appearance brand in the world and recognizes its new Ice as one of the greatest innovations in the company's 60 year history.

"The development of Ice car polish is a credit to the decades of research and consumer insights that have taken place here," said Tom Healy, vice president of marketing at Turtle Wax. "Turtle Wax Ice is a revolutionary product that people have been asking for. The launch of Ice sets a new bar in automotive appearance products -- there's nothing else like it on the market today."

Turtle Wax Ice is a completely new technology formulated to deliver exceptional shine and durability. The clear polish can be applied to practically any exterior surface to restore color and shine, including bumpers and plastic moldings around side view mirrors, headlights and indicators. Turtle Wax Ice can be applied in direct sunlight, leaves no white residue on the vehicle and is designed to shine and protect your car's finish from the sun's damaging UV rays. Turtle Wax Ice will be sold at retailers and automotive specialty stores across the U.S. It will carry an MSRP of $16.99 for a 16 oz. bottle.

Turtle Wax(R) Ice(TM) Synthetic Car Detailer is making its debut as well. Just like the Ice car polish, Ice Detailer is a completely clear formula that blends synthetic polymers and clarified Carnuba wax to provide a mirror-like shine and long-lasting protection. Ice Detailer is ideal for a quick shine between regular wax applications and for removing light duct from exterior surfaces.