Right out in front it's important to say that, when it comes to effective, accurate-results, down-to-earth honest claims, minimal side-effects in products for protecting your CAR, the products that are made specifically for MARINE or AIRCRAFT (instead of primarily for a car), are often the better alternative. Is it because there are so many Regulations that ban these products from containing the ingredients that "will give fish brain damage" or "will leach onto runways and hamper aircraft use, etc, etc,".... that creates a product that is super safe for your car's increasingly-modernized and sensitive surfaces? Is it because stuff that's meant to protect cloth from salt corosion and paint from ice at 8000 ft altitude is going to have an easy job protecting your car from pidgeons? Who knows. I have used Tri-Nova marine and aero products for much of my car's plastic and rubber seals and trims. They have become the only products I can rely on, and they really were originally intended for boats and marinas, not cars.So I had no problem trying out this aircraft-intended tire dressing. I've been researching it since back when it was advertised ONLY for planes and airplane tires.... before the word started to travel to some of those performance car chat sites and such.But let me list the NEGATIVE observations first! Hopefully the company is reading this, and will make some small adjustments for us car owners, because these are issues that do frustrate owners of CARS. ONE-the bottle is too small, and doesn't hold much product. Car owners put more dirt and crud on their tires each week than airplane pilots do on their landing gear tires...so we drivers will likely need to reapply this stuff more often. The price is nice a affordable, so a bigger bottle is advised.TWO-the spray nozzle that comes with the bottle shoots way too wide a pattern for our little sidewalls, so we end up with white spray wasted on the floor and on the rims that we have to wipe up. (Drivers, I recommend swapping out the nozzle for one you have around the garage or kitchen somewhere, or your money will be lost in lots of wasteful over-spray).That's the end of the negatives. The positives come next:ONE, this is not a tire glaze or tire shine product. No matter what you do with it to try to "boost" a shine out of it, it WILL NOT make your rubber tires sparkle or gleam. MOST owners DO WANT a shine to show off the newness of their tires (it complements all the wax and polish they worked hard to put on every part of their car). SOME owners want what I call a "pimp wax" look, a gloss that makes it look like you got your spouse to rub on some baby oil or cake frosting with the speckles in it (glazing the tire surface so you can't even read what brand of tire that is anymore---it's all glaze and no rubber).A FINICKY MINORITY of us owners want "clean and new" looking, and that's actually the hardest effect to get. Sometimes you swear you saw it on a dealer's showroom tires, and you ask him what kind of product he uses, but that stuff is not really meant to cling to a tire that's going to be rolling on the street. Sometimes even the professional showroom dressing looks too shiny and artificial to us. Sometimes you bought a set of tires that don't have cool-looking lettering and design on the sidewall, so you don't want to accentuate that--you just want dull-but-very-clean rubber, so that your fantastic aluminum rims will attract all the attention you want without any competition from the sidewall.I specifically want what I see in those elusive promotional videos that the tire manufacturers themselves make: their tires always look leather-glove black, angel-satin rubber with the brand name and size visible from any angle, like a photoshop job.This AERO COSMETICS dressing is the right product for that finicky bunch of drivers (me included). I can't imagine a lot of people stare at a Leer Jet's tires, those folks are wealthy clients going for a flight to some wealthy place, and I figure that's why this product does not knock itself out trying to put a "shine" on the tires. If you apply it exactly as the instructions say (EXACTLY!), you end up with dull-but-very-clean rubber. A+TWO, it doesn't come out of the bottle or sit on the rubber like a grease or oil. (LOL, I guess when you ban all the "no-no" ingredients from a product, you tend to be left with just odorless, watery juice). AERO COSMETICS sprays out or pours out like milk-ish water. That means NOTHING is going to be splattered on your rims or car paint when your tire starts spinning as you drive. It "soaks" in. I'm not a physics teacher, but I do know that rubber is not wetproof material. It can't absorb water (so, ok, it is waterproof), but it still has tiny pores in it that leach out oils and get penetrated by some non-water chemicals. This product seems to soak-in deeper than just the top surface. So, harder to rinse off, and impossible to "fling off" at 700 rpms. A++THREE, you can still maximize the reflective sheen you get on the tire, ABOVE what the manufacturers probably intended. So if you are like me, and you want the tire name to stand out brightly on the sidewall, you have the latitude to get it without applying twice, or mixing it with wild trick procedures.I hate gloss or shine, but I want SOME amount of boldness in the printing that's on my sidewalls. I had brand new tires that came wrapped in shipping plastic from the sales warehouse. But I opted to let my technicians mount them on my rims before I do any cleaning/dressing---so automatically the new tires have lube-soap spots and natural oils sitting on them already. I used a light-duty rubber/plastic spray soap and a mild brush agitator to prep the rubber. Not a perfect cleaning, but enough to give the tires that soft tacky rubber drag when you pass a finger over it. I moved each tire to the garage and away from the wind/sun/dust.-Since this stuff is watery, I sprayed it along the sidewall with the tire standing up, but laid the tire down on the floor to keep the excess liquid from dripping away. (As I mentioned above, I regret using their sprayer--it gets the stuff all over the rim and treads, and that's a waste of my cash!). I dabbed any stuff sitting in the rim-guard or rolling way on the treads, but I left it puddled anywhere on the sidewall it wanted to puddle--no excess dabbing or wiping. Regardless of the white puddles, there is this amazing superfine field pattern that the manufacturer embossed along the entire sidewall, that's nearly impossible to see when the rubber is just "matte clean" but is futuristic and impossible to ignore when the tire dressing is just-applied and wet. I was dazzled by the design, and I knew I wouldn't be able to see that once the stuff has dried and turned to matte. But for two minutes, I was in advertising heaven.The instructions say leave it on for "10 minutes or longer". I chose to leave it soaking on OVERNIGHT (14 hours!!!)The next morning, a wiped it gently with a damp cloth like they instruct, expecting to see some excess solution come off on the cloth, and expecting to see that micro-thin design in the tire vanish. There was ZERO excess dressing being removed from the tire! The white puddles had all disappeared overnight (with no waterspotting or puddle ghosts anywhere). The micro-fine pattern the manufacturer put in their tire is still THERE, as dazzling as it looked when the dressing first went on wet. There are design elements all across the tire, from the micro-line pattern to the tiny beads at the lip of th tread, that I tried to capture in the photos. They are not shiny, but it's super reflective, like reflective nylon from a James Bond villain's weaponized exo-suit, very futuristic. And this is only reflective when you're standing right beside the tire. At eight foot distance, all these sophisticated reflections behave calm down, and you see just a brand name embossed on a pure- rubber sidewall like any of the photos already posted here. No gloss, but not at all a standard matte anymore. A+++For all of you looking for precisely this kind of effect on your rubbers, this aeronautical fluid is your reward. Stop experimenting with car-product makers---those car folks only know how to make adjustable-wet (adjustable-sparkly) dressings. They don't quite know how to provide adjustable-matte like this dressing produces.I doubt that the airplane pilots care about "degree of shine" on their big donut tires. But as a car driver, being able to dial up or down your results on a clean, non-shiny, not-wet, matte tire, is a very rare gift from heaven. Let it soak on a vertical wheel for 10 minutes before you damp-wipe it off, and matte will be a "clean-matte"... lay the tire horizontally and leave this stuff soaking until tomorrow afternoon before you damp-wipe, and matte becomes "otherworldly-reflective matte". This enables you to adjust anywhere in between without ever looking like toy plastic or cake frosting.Will it last on the tire for a month? I don't know yet. I don't expect something this perfect could last very long on a car tire (we have to face it, a car tire is the worst thing that the rubber from a tree would ever want to be made into---the conditions a car tire is subjected to will molest the heck out of any defensive coatings. So even if it turns out that I have to re-apply this stuff every three weeks (hope not), the LOOK of the finished tire makes it worth it.