PRODUCT FOCUS: WD-40 Specialist range

PRODUCT FOCUS: WD-40 Specialist range

WD-40 has revealed a new-look Specialist range of lubricants, greases and cleaners.

The WD-40 Company has redesigned its Specialist product range to mirror the recognisable design of its WD-40 Multi-Use Product. By creating a coherent look across the entire brand, it is hoping to help busy professionals select the right Specialist product for the task at hand.

The company has revealed that early research indicates that by bringing the Specialist range in line with the WD-40 branding, professionals were 26% faster at finding the product they were searching for.

The WD-40 Specialist line was first launched in 2011 to provide a professional-grade range of lubricants, greases and cleaners for use in industrial settings. From last Autumn, each of the nine products – High Performance White Lithium Grease, Long Lasting Spray Grease, Anti-Friction Dry PTFE Lubricant Spray, High Performance Silicone Lubricant, Fast Drying Contact Cleaner, Fast Release Penetrant Spray, Fast Acting Degreaser Spray, Multi-Purpose Cutting Oil and High Performance PTFE Lubricant – has featured a new typeface with simplified messaging, featuring the stand-out icon and bold colours.

Face lift
Whilst the WD-40 Specialist range cans have been given a face-lift, the formulas inside remain the same.

Kal Kozomos, Digital E Commerce Manager at WD-40 UK, commented: “Our range of Specialist products have been constantly evolving since we originally introduced them in 2011. All have been developed for specific needs within the professional and industrial environment.

“When we surveyed our customers on how we could make further improvements, the feedback was that the products themselves were faultless, but they often found it difficult to differentiate between our cans, and the others on the shelf. Bringing the design of our Specialist cans in-line with Multi-Use Product, which is instantly recognised around the world, seemed the obvious solution – and one that has had an instant effect.”

Each product’s new can is fitted with Spray-2-Ways technology, and a Smart Straw, enabling broad coverage for heavy duty use along with precise application for hard-to-reach areas, minimising over spray and waste. The 360-degree valve allows the product to be used in any direction.

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