Photo: WD-40 Company
Specialist Hero Family Products Wd 40 Company

WD-40 Company unveils WD-40 Specialist line

Sept. 10, 2020
The WD-40 Specialist line, comprising lubricants, penetrants, greases, cleaners and degreasers, and rust-management solutions, now bears the blue and yellow colors of WD-40 Brand

Research indicates fleet owner professionals increasingly prefer specialized products with specific applications, according to WD-40 Company. The company recently announced its newly redesigned packaging of the WD-40 Specialist line for specialized maintenance needs. 

The WD-40 Specialist line, which includes lubricants, penetrants, greases, cleaners and degreasers, and rust-management solutions, now bears the blue and yellow colors of WD-40 Brand, the company noted. “With the redesign, the WD-40 Specialist line more closely resembles the iconic WD-40 Multi-Use Product, making it easier to identify the brand professionals have known and trusted for decades,” the company said in a statement.

“It was 1953 when scientists at the Rocket Chemical Company set their sights on a challenging mission: helping rockets get into space. After 39 tries in search of the perfect water displacing formula to prevent rust and corrosion, scientists got it right with the 40th formula, creating the now iconic WD-40 Multi-Use Product,” said Erin Bala, director of brand management and innovation at WD-40 Company. “The same spirit of perseverance, innovation and tenacity for solving even the toughest challenges can be found in the WD-40 Specialist products, and though the packaging has changed, they have the same formulas that provide heavy-duty solutions to help professionals get their jobs done right.”

The company stated that the more than 20 WD-40 Specialist products were developed to work in the most demanding situations, providing specialized solutions for industry professionals in factories, facilities, automotive garages and on farms around the world. 

“In 2018, WD-40 Company conducted research of industrial professionals with B2B International and found that though multi-use products continued to be the top maintenance repair and operations product by usage and spend, the need for specialty products was rapidly increasing, with specialty lubricants up as much as 12% since 2012,” the company stated.

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