Following 2 years of research and development, MER has launched a streamlined range of seven technically advanced products (10 SKUs), branded as Auto Shine Technologie. This launch sees not only new, advanced formulations, but also striking new packaging which helps the products to really stand out on the shelves. FPS speaks to MER Brand Manager, Donna Howard, to find out about the new range of Mer ‘Auto Shine Technologie’ products.
FPS: So, tell us about the new MER range.
MER: We have launched a streamlined range of seven high quality products that are essential for car owners who really care about their cars. Instead of having multiple ranges within our portfolio we have invested in a technically advanced range which simplifies the purchasing decision for car care consumers and removes the confusion about which products to buy to achieve the perfect finish.
FPS: Are the formulations new?
MER:Yes, absolutely. We have spent two years in development, working on our most advanced formulations ever. The introduction of ‘Auto Shine Technologie’ across the entire range delivers MER’s best ever results.
For example, consumer feedback revealed that the thickness of our wax made it difficult to apply. Back in the lab we added new hybrid waxes and polymer sealant technology, and we also incorporated slower drying chemicals, all of which give the best results possible in application and buffing. the outcome is a next generation hybrid wax with a superior gloss finish and protection. We have called it Deep Gloss Finishing Wax because it leaves a cross linked polymer layer on the surface which is extremely resistant to the elements and provides an exceptional gloss.
Some of the changes to our ‘Auto Shine Technologie’ formulations have been in response to new regulations for the chemical industry. We’ve restricted our portfolio of raw materials in line with reacH regulations and use the most refined raw materials possible to create high specification products that give the best results. For MER ultimate shine Polish this has resulted in a product that creates minimal dusting and is easier to apply and buff off.
We have also removed all aerosols from our range and now only offer spray cleaners. These are kinder to the environment. Our new Wheel cleaner is a non-acidic formulation – it still achieves the same deep cleaning abilities and great shine but the more gentle formula is kinder to brake discs and other exposed areas.
FPS: What is ‘Auto Shine Technologie’?
MER: The ‘Auto Shine Technologie’ concept highlights our German heritage. Developed by German car polish manufacturer Franz Billich over 45 years ago, Me rproducts are still based on Billich’s original formulations. Everything is still made in Wiehl, Germany, to the demanding TÜV Rheinland® DIN ES ISO 9001: 2008 standards.
FPS: Why has the MER range been rebranded?
MER: extensive consumer research showed us that few people knew MER was a German brand. It’s a widely held belief that German manufacturers produce some of the most technically advanced and highest performing cars in the market. The new look packaging helps us to tap into that reputation by reminding consumers of our German pedigree.
FPS: Car care and valeting is a competitive sector, what support do you offer stockists of the MER range to give that competitive edge?
MER: We have great deals on stock packs, and all stockists will receive detailed product guides explaining the formulations behind MER ‘Auto Shine Technologie’, branded window stickers and merchandising trays. We have also launched an exciting new website, which is full of information and ‘how to’ videos (FPS: go to www.merproducts.com).
The range is available to the independent automotive aftermarket exclusively through FPs, so factors and retailers can rely on next-day replenishment of stock with no minimum order quantity or value. To find out how you can become a MER stockist, please contact your local FPS Representative.