I threw out 303's new Tire Balm earlier but couldn't really get into to much as I was at a light at work, but now I'm on lunch. This is a true tire coating, despite what the name says. When applied it has that bluish/purple tint you get with other tire coatings out there and the finish is totally controllable and the besides that, the best part, IT DOESN'T SLING, NO WAY, NO HOW! Once you lay down a good base coat, to a cleaned tire, you may need to apply a 2nd coat but that's to be expected as some tires soak it in while others, not as much. In real world driving, you can expect a solid month (or more) out of this product. The price is very competitive as well. I know its a new product and there isn't alot out there about it but FWIW I guarantee your going to like THIS product!!