A Meguiar's Boutique Wax

[Heatgain]

Re: A Meguiar's Boutique Wax

I don't think anyone wants Meg's to raise prices, but simply to develop a new product for customers that would otherwise purchase a boutique (expensive) wax.

Well, if that's the case, ignore my previous post.

[akimel]

Re: A Meguiar's Boutique Wax

I don't think anyone wants Meg's to raise prices, but simply to develop a new product for customers that would otherwise purchase a boutique (expensive) wax.

Quite right. I would never suggest that Meguiar's repackage one of their waxes and sell it under a different name at a much higher price. What I have proposed is that Meguiar's develop a new wax to compete against the boutique waxes in the $40-$60 range.

My unproven assumption here is that it is in fact possible for Meguiar's to develop a premier wax that performs even better than its present waxes. Perhaps my assumption is wrong, but the fact that a number of enthusiasts are willing to spend $50 for a tub of P21S 100% or $90 for a tub of Souveran supports the view that these waxes are offering something that over-the-counter waxes do not offer. Now perhaps everyone has been suckered by marketing and hype, but I doubt it. Hype might persuade someone to buy a single tub of Souveran, but hype alone does not generate repeat-business and product loyalty.

It may well be the case that it makes little business sense for Meguiar's to invest money and energy in such a product for such a tiny market. One might even argue that the development and marketing of such a product would undermine the marketing of its present line of waxes. But if Meguiar's did develop a premier wax, wouldn't you buy a tub and try it? I know I would.

[gjohn28]

Re: A Meguiar's Boutique Wax

My unproven assumption here is that it is in fact possible for Meguiar's to develop a premier wax that performs even better than its present waxes.

I think this is the point that most of us who don't understand the boutique wax concept are trying to make. After all the side-by-side trials I've read on this forum, and others, I have yet to see any results that convince me there is a boutique wax that offers a $40 - $70 per tub performance advantage over a "regular" consumer product. At some point, when the hype wears off, most people will still come back to value.

[Michael Stoops]

Re: A Meguiar's Boutique Wax

I think this is the point that most of us who don't understand the boutique wax concept are trying to make. After all the side-by-side trials I've read on this forum, and others, I have yet to see any results that convince me there is a boutique wax that offers a $40 - $70 per tub performance advantage over a "regular" consumer product. At some point, when the hype wears off, most people will still come back to value.

We got a call last week from a gentleman who purchased our Smooth Surface Clay Kit to use on his Corvette, an older model that is basically just a weekend toy. He mentioned that he always used Meguiar's products for the prep stages but he just had a thing for one of the premium, boutique waxes on the market. He thought it gave him the best shine so he didn't use Meguiar's waxes.

He had a bit of light road tar on the rocker panels of the Corvette and decided to use the Cleaner Wax sample that came with the clay kit before actually claying the car. He said he had to go get his wife to confirm what he was seeing - he felt the Cleaner Wax (a $7 OTC consumer product) was giving him a better shine than the $80 boutique product he had on the rest of the car! He was stunned! We talked about the differences between things like Cleaner Wax, M26, NXT Tech Wax 2.0, etc and he said he was done with the the expensive boutique stuff.

Granted, that was his personal perception and experience, but he'd been sold on the boutique stuff for a long time.

[Wolf-Strong]

Re: A Meguiar's Boutique Wax

We got a call last week from a gentleman who purchased our Smooth Surface Clay Kit to use on his Corvette, an older model that is basically just a weekend toy. He mentioned that he always used Meguiar's products for the prep stages but he just had a thing for one of the premium, boutique waxes on the market. He thought it gave him the best shine so he didn't use Meguiar's waxes.

He had a bit of light road tar on the rocker panels of the Corvette and decided to use the Cleaner Wax sample that came with the clay kit before actually claying the car. He said he had to go get his wife to confirm what he was seeing - he felt the Cleaner Wax (a $7 OTC consumer product) was giving him a better shine than the $80 boutique product he had on the rest of the car! He was stunned! We talked about the differences between things like Cleaner Wax, M26, NXT Tech Wax 2.0, etc and he said he was done with the the expensive boutique stuff.

Granted, that was his personal perception and experience, but he'd been sold on the boutique stuff for a long time.

Chalk it up as another win for Cleaner wax. I also keep a bottle at hand!

[Tuck91]

Re: A Meguiar's Boutique Wax

If i want to use a Meguiars boutique wax, i just use M26

its that good

[mb911]

Re: A Meguiar's Boutique Wax

I want this too.

I'm about to break out and go back to buying some boutique waxes. I love Meguiar's, so I wish they made one.

When you think about it, a Meguiar's products must cost near a handful of change to make because they sell for so little, there has to be profit there for Meguiar's and the retailer.

A boutique Meguiar's wax would allow them to spend a few dollars on ingredients.

Make it happen someday Meguiar's!!!

[G Force]

Re: A Meguiar's Boutique Wax

Outside the USA Meguiar's products are considered boutique.NXT 2 is at 40 USD,GC wax 28 USD even so they move fast from shelves.
i can't say about a Meguiar's boutique wax in its home country i just think that you are lucky to pay little for high quality

[3Fitty]

Re: A Meguiar's Boutique Wax

Al,

Nice idea, although I'm not convinced it would have the effect you think it would have.

Let me posit this to you...

Don't you think that the very existence of a "boutique" type wax under the Meg's name at the price point you suggest, undermines the other products in the Meg's line?

Effectively, isn't the message you are sending... "for a few bucks more, Meg's makes a better wax". Even if it is not the explicit message, I think the notion undermines the entire Meg's premise (ie: it doesn't have to be expensive to be good).

I think there is also an element of wax elitism which will ALWAYS exists, where certain people will ASSUME boutique products must be better than Meg's since it is OTC. I don't think making a boutique product will change that, the only thing you'll start here from those people is the rumor mill like "that is really repackaged M26".

Likewise, there will always be people (like me) who believes price isn't necessarily a good indicator of quality. The proof is in the using.

[Bunky]

Re: A Meguiar's Boutique Wax

If Meg's does sell a premium priced product, it would need a different brand to imply it is different such as "Barry's Best". You could take M21 relabel as a new product and I assure you some will believe it is a better product.

It just shows how much emotion and less fact there is with branding, brand loyalty, and product performance. There are some who will not buy a brand like Meg's, Mothers, etc. just because it is sold OTC and marketed toward everyday consumers. We all do this in one way or another and it applies to everything we buy (cars, etc).

[akimel]

Re: A Meguiar's Boutique Wax

Don't you think that the very existence of a "boutique" type wax under the Meg's name at the price point you suggest, undermines the other products in the Meg's line?

Effectively, isn't the message you are sending... "for a few bucks more, Meg's makes a better wax". Even if it is not the explicit message, I think the notion undermines the entire Meg's premise (ie: it doesn't have to be expensive to be good).

This, I think, is the most telling argument against the development of a Meguiar's boutique wax. It's not a question whether Meguiar's could develop a better wax. Of course I believe they could. I find the idea that M26, M21, or NXT represent the ultimate in wax protection, that neither Meguiar's nor any other company could create a better wax, absurd. We know from our wide experience that every product can be improved and that new products can be developed that are superior to whatever products are presently being offered. Meguiar's long history of product development and innovation demonstrates the truth of this axiom. Do we not all believe that NXT 2.0 is a better product than NXT 1.0? And will not NXT 3.0 (surely some chemist in the Meguiar's labs is at this moment trying to think of ways to improve the NXT formulation) be better yet?

BUT ... it might well be the case, as you observe, that Meguiar's should not attempt to enter into the boutique market because to do so might undermine the marketing strategy of their present products: i.e., "it doesn't have to be expensive to be good." We might re-phrase the marketing line as: "We offer the best value for the dollar. Compare our waxes both to more and less expensive waxes and see." That is a strong and compelling position, and it is obviously working for Meguiar's. Given that the potential gains of entering the boutique market are modest at best, I understand why Meguiar's might decide--and perhaps has decided--not to do anything that might jeopardize this position. That may well be be the best business decision.

BUT ... would the development of a wax intended to compete against the waxes in the $40-$60 range really put Meguiar's advertising position at risk? First of all, the new wax I am thinking of (see my original article) is not intended for the vast majority of those who buy their products at Advanced Auto or Walmart. It will not be sold over-the-counter. It is intended for professional detailers and enthusiasts (which is probably not a large audience) who are willing to spend a little more on their products than the average Joe and who are willing to buy their products through the internet. Secondly, and most importantly, this wax would be different from and "superior" to M26 and NXT in two ways: it would be wipe-on/wipe-off (no streaking), and it would not stain trim. These are two features that many detailers are looking for in their boutique waxes. This new wax would therefore go head to head against Pinnacle Souveran, P21S 100%, Chemical Guys' 50/50, and Wolfgang Fuzion. Everyone wants a "wet" look, so that is the kind of look that our new wax should give on a well-prepped surface. Its durability should be comparable to Fuzion; in other words, better than Souveran but not as good as Collinite. I would price it at $49.95.

Would this new product undermine the marketing strategy of the present line of waxes? That is a question that the experts will have to answer. But let me ask this: Would MOL members really think less of NXT or M26 if Meguiar's were to introduce a new $50 wax? And most importantly, wouldn't you want to try it? Wouldn't you pay more for a wet-looking WOWO wax that doesn't stain trim? Wouldn't you love to see the Meguiar's label on such a product?

Cheers,
Al

[Heatgain]

Re: A Meguiar's Boutique Wax

Sometimes you get what you ask for. Beware of asking to be charged more.
I'm just sayin'.

[akimel]

Re: A Meguiar's Boutique Wax

Sometimes you get what you ask for. Beware of asking to be charged more. I'm just sayin'.

Sounds ominous.

The nice thing about waxes is that there are a bunch of good ones from which to choose. If in my judgment a company is charging too much for a wax, I can buy another brand. Competition is good.

Does anyone know what Meguiar's market share of over-the-counter waxes is? Turtle Wax and Mothers would seem to be Meguiar's biggest competitors. My guess is that Turtle Wax has the largest share and Mothers the least, with Meguiar's somewhere in-between; but I may be completely off-base. Eagle One and Black Magic are also somewhere in the mix.

Related question: Can anyone rank the best-selling over-the-counter waxes/sealants? Turtle Wax says that its Super Hard Shell is the best selling wax in the country. I have never used it or any of the other TW waxes.

It might be interesting to compare the marketing strategy of Turtle Wax with that of Meguiar's. Turtle Wax also has its enthusiastic supporters, and they are convinced that, for the dollar, Turtle Wax offers the best value. If there were a TW forum, I imagine that its members would be encouraging folks to compare and contrast TW waxes with the more expensive Meguiar's waxes, in the conviction that the TW waxes are just as good as Meguiar's waxes. After all, we all know that prep is 99% of appearance. All I know is that no matter how good a value Turtle Wax may be, I'm not tempted. Does that make me a snob?

[Executive Detailing]

Re: A Meguiar's Boutique Wax

you buy a BENZ you get a can of swissvax in the trunk.

Where are you located?
I have worked for Mercedes Benz for several years and never had a can of Swissvax delivered with the car.

[Bunky]

Re: A Meguiar's Boutique Wax

Related question: Can anyone rank the best-selling over-the-counter waxes/sealants? Turtle Wax says that its Super Hard Shell is the best selling wax in the country. I have never used it or any of the other TW waxes.

I have looked occasionally for marketing sales data but cannot find it. In the OTC appearance market, shelf price is one of the most important buying criteria. Many consumers have no idea what is good or bad and many are just buying for a specific need so they often reach for the cheapest brand they recognize...like Turtle Wax, Meguiars, Mothers. The market has new brands (Black Magic by SOPUS) with lots of marketing muscle.

They often only know what they used before, their father or friend used, etc. to make a decision. TW is in a lot of places (hardware stores, discount stores, convenience stores, etc) where you might expect so this is why they are a sales leader (total revenue). I guess most purchases of OTC products usually get used once or twice and then sit on the shelf as the consumer's need changes.

My brother in law was a NuFinish man until I showed him something else. He did not know there could be a product (yes, it costs about 2.5X ) that is easy to apply, easy to remove, does not stain trim, no chemical smell, looks nicer, and fairly durable. Now, he does not mind applying a LSP.

If you find any marketing data, pass it on.