Soft finish, not shiny as others have mentioned, just very clean rubber. Some 3M automotive products (hundreds, maybe thousands!) are worth keeping track of, 3M has a rigorous product development process. . .Good for a week or two, usually I apply every other wash. I use a 4X6 sponge after sterilization, leave it on for 20 minutes and wipe off any excess if there is any. I also used this on a 10 year old black convertible top with a medium bristle brush as the top is textured and needs some work. BEAUTIFUL and lasts surprisingly long in this application too. Light rim cleaning afterwards with a quick final overspray wipe and you're done. There is no sticky goo to clean hands and nails with this product like some of the 'long lasting gel' type products out there. They last a long time, but cleaning, including nails and rags, is a nightmare with these durable products in my experience.
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