Ben changed the product name to Super Hard Shell and the business name to Turtle Wax in the 1950's to convey the idea of a hard, protective shell. The original Turtle Wax product, called Plastone, was a synthetic protective paint polish invented by Ben Hirsch, the founder of Turtle Wax Inc. If you look back at the history of two car care giants, Turtle Wax and Meguiar's, both companies started by making liquid polishes. I'm not really sure what caused the paste wax phenomenon. At the time, synthetic waxes (sealants) were not common on retail shelves or they were seen as Snake Oil products.
When I got my first car in 1976, I continued the tradition of cleaning and protecting the paint with paste wax. Back then, everyone knew that Carnauba paste wax was what you used on your car to protect it. I grew up washing and waxing the cars with Dad using a can of Turtle Wax paste wax. In my own case, I continue to use P21S Carnauba Wax to pamper my show car because I like the way it looks. With the limitations of carnauba wax, you might be asking why it continues to have a loyal following. Additionally, some carnauba waxes can be temperamental, occasionally streaking under certain temperature or humidity conditions. Depending on your climate, a carnauba wax might last between 30 and 60 days. On the minus side, carnauba waxes are not as durable as synthetic waxes. My personal favorite is, a true show car wax. Carnauba car waxes bead water nicely, absorb the acid content in rain, and hide minor swirls in the paint. Many enthusiasts and show car owners prefer the shine of carnauba waxes, especially on black, red and other dark colors. Carnauba car waxes tend to produce a deeper, darker, richer shine that is often described as "three-dimensional. It is nature's hardest, purest and most transparent wax. Carnauba comes from the fronds of the "tree of life" (Copernicia cerifera) native to Brazil.
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