Sales: $163 million (estimated).
Key Personnel: Denis John Healy Jr., chief executive officer and president; Tom Healy, chief operating officer; Mike Schultz, senior vice president of research and development; Tracey Schroeder, vice president, marketing; Laurie King, vice president supply chain and operations; Mike Williams , vice president, operations EMEA; Denis Healy Sr., co-chairman of Turtle Wax, Inc; Sondra Healy, co-chairman of Turtle Wax, Inc.
Major Products: Automotive care products such as polishes, waxes and washes.
New Products: Turtle Wax Ice Premium Care All Wheel & Tire Cleaner and Tire Shine, Jet Black Black Endura-Shine Tire Coat Kit and Shine Trim Coating, Quick & Easy Luxe Leather Cleaner & Conditioner and Dash & Glass Interior Cleaner, Renew Rx Luxe Leather Deep Cleaning Interior Kit.
Comments: It’s been a year of expansion and change at Turtle Wax, by way of management, marketing and product development. Within a year of appointing a new CEO, Steve Knoop exited and the next generation of private parent company Healy Family Holdings Inc., Denis John Jr., re-entered to take the helm. Co-founders Denis and Sondra Healy are still co-chairs of the board at the company. Healy’s father, Ben Hirsh, founded Turtle Wax after inventing the liquid auto polish in the 1930s.
“Over the past 60 years, Turtle Wax has established itself as the global leader in car care, and we will continue to lead the industry by focusing on marketing and new product development,” said the Healys in a press statement. “Our latest generation of products is proof that the brand is more powerful and innovative than ever. When a consumer selects the Turtle Wax brand, they know exactly what they are getting—consistent quality and exceptional results.”
America’s best-known brand in the automotive appearance care industry, Turtle Wax plans to pick up where last summer’s successful #WaxOnShirtOff social initiative left off. The marketing strategy integrates digital and social channels with traditional marketing to yield a converged media approach. Its latest marketing creation takes advantaqe of the ubiquitous selfie. Its Get Out There and Shine campaign, which celebrates the “miles of smiles” a freshly waxed car brings to drivers, by sharing a “Reflectie”—a photograph or self-portrait in the shine of their freshly waxed car tagged on Twitter, Instagram or Facebook with #Reflectie and @TurtleWax. Contests can win a 2015 Ford Mustang.