About Wipe New

 

HISTORY

ACQUISTION

In 2014, Rust-Oleum® Corporation acquired Wipe New® brand car care products, aiming to expand its presence in the automotive aftermarket sector.  

 The acquisition was driven by Wipe New’s innovative, best-in category approach to restoring and protecting automotive surfaces.  

IDENTITY  

Post-acquisition, Rust-Oleum integrated Wipe New into its operations while evolving its unique brand identity. 

Focused on further innovation, the Rust-Oleum team invested in research and development and spent years perfecting formulas to enhance the performance and versatility of the Wipe New products. 

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INNOVATION

 Post-acquisition, Rust-Oleum integrated Wipe New into its operations while evolving its unique brand identity. Focused on further innovation, the Rust-Oleum team invested in research and development to enhance the performance and versatility of the Wipe New product formulations. 

Rust-Oleum’s expertise in coatings and surface treatments
complemented Wipe New’s capabilities, allowing for the
development of more advanced solutions made specifically for the customer’s varied car care needs.
 

This resulted in the introduction of new and improved products
under the Wipe New brand and has led to a portfolio that currently offers 14 product SKUs, in the categories of Wash & Wax, Wheel & Tire, Interiors, and Headlight & Trim.
 

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ACCELERATION

Rust-Oleum Wipe New continues to innovate, offering consumers enhanced options for maintaining and protecting their vehicles for years to come.      

For more information on Rust-Oleum and all our brands, visit the Rust-Oleum homepage.