Turtle wax has good consumer name recognition. So does the rain-x line. Simoniz isn't what it used to be as far as consumer recognition.
Old traditional waxes are still very much in use in the industry and often contain mineral seal oil and/or silicones. The newest generation of waxes usually have the name "ceramic" in them since it is the next to the latest buzzword, the most recent buzzword being "graphene". The name ceramic given to a liquid product and claiming "infused with ceramic nano-particles" makes some manufacturers uncomfortable but they have to play the word game too and they are doing it on the consumer side also with products you buy in automotive stores. I believe the the truly active ingredients are just newer generations of silicones or siloxanes that do a great job enhancing the shine and even have a smooth feel to them after they bond together. In the SS and IBA tri color I use a foaming product by a company called Quest (not to be confused with chemquest) that is called vantagloss. As a liquid wax I use a product called total shield in both my SS and IBA. The ideal dilution of my products is 128:1 to 250:1 or so to get the full benefit so they are not well suited to be diluted in a high pressure stream. Although not a recognizable house brand the customers have caught onto their excellent performance of shine, feel, and beading and as a result my tricolor usage in through the roof compared to years past.
