Alex Fees: I'm Alex Fees on Small Business Television. We're coming to you from the SEMA 2008, that's Specialty Equipment Market Association here in Las Vegas. Joining me now is Joe McDonnell. Joe, I'm Alex here.
Joseph McDonnell: Hey, Alex! Thank you for having me.
Alex Fees: Good to meet you Joe as the president. Is that right?
Joseph McDonnell: That's correct.
Alex Fees: President of For Life Products.
Joseph McDonnell: That's correct.
Alex Fees: Now Joe has got a box of his product, his product in his lap here. I'm going to take the box and he is going to talk to you about these one at a time. Alright, Joe let's start beginning here. What is For Life Products?
Joseph McDonnell: For Life Products is a company. What we do is we make products that help people restore their home, their cars very effectively and very affordably.
Alex Fees: Well, then SEMA is a good place for you.
Joseph McDonnell: Absolutely.
Alex Fees: Joe, what have you got there?
Joseph McDonnell: Well, this is actually something we found out. This is the solution to not scratching your paint ever again. We've uncovered, why people have this swirl marks all over their cars finish. Simply speaking, it's from washing it with the sponge. People use the sponge to wash their car with a bucket of water. What they're doing is, they are actually putting the sponge on a car, they're dragging across your paint, and that dragging affect causes the gird, that's strapping the sponge to scratch their paint all over the place.
This is Detail Magic. It's a waterless wash and wax protectant. What this does? It actually has four different ingredients. It has a polymer that lubricates the paint, lifting agents, surfactants and carnauba wax.
Simply speaking, you basically spray this on your surface, spray it on a microfiber cloth, wipe it right across, turn it over and buff it away. What it's doing is when you spray it, the polymer basically lubricates the surface. The surfactants basically help breakup the grime and dirt and a lifting agents lift it to the surface. It gets trapped in a microfiber cloth and then it leaves behind after you remove it, it leaves behind a coat of carnauba wax. So effectively you can wash and wax your entire vehicle in less than 15 minutes all at the same time.
Alex Fees: Now Joe, you're talking about surfactants and polymers. Before you go on to your next one here, what's you background? How do you know all this?
Joseph McDonnell: I am a lawyer.
Alex Fees: Of course.
Joseph McDonnell: By training, anyway. I understand chemicals very, very well. We also make all the products for restoring your house. We use polymers in a lot of our different products. But the lifting agents, we've been making cleaning products for about 15 years now. The lifting agents essentially lift the stuff from the surface, polymers lubricate it and surfactant is another word for soap which is a fancy word for the soap. That's basically what it is. The soap helps make it slippery and help loosen up the dirt and grime.
Alex Fees: That's why you got a whole box of stuff here. What is all this?
Joseph McDonnell: Oh, it keeps getting better.
Alex Fees: Yeah. Okay, well, where you want to go, is this one next?
Joseph McDonnell: Yes.
Alex Fees: What we've got here, Detail Magic All Natural Carpet and Upholstery Cleaner.
Joseph McDonnell: This product is really great because its eco friendly just like that. If you are not using any water, it's very eco friendly. This actually uses bio-enzymatic technology. What is that?
Alex Fees: Bio-enzymatic technology.
Joseph McDonnell: Bio-enzymatic technology. What it is? It's basically the biologically engineered enzymes that are designed specifically to dissolve fats, starches and protein which is what the basis of stains are. So let's say you spilled coffee in your car, your dog urinates on your carpet, and you get caught with mud or whatever. This will actually dissolve it on contact. You spray it, you agitate it. Within 15 minutes, you can actually see the stain just disappear.
Alex Fees: Really.
Joseph McDonnell: It doesn't have that same wicking effect like other the carpet cleaners do. Well, it's not putting soap down. It's all natural, 100% natural enzymes. So these enzymes are actually going in it and they're eating away active stains and digesting it. Then, they just die off and they dissolve and your carpet is left smelling great and it looks great.
Alex Fees: Joe, first year at SEMA.
Joseph McDonnell: First year at SEMA.
Alex Fees: Really.
Joseph McDonnell: Loving it, love this place.
Alex Fees: Half way, through day one here. What kind of reaction, you have a booth what kind of reaction are you getting?
Joseph McDonnell: Our booth has been jam packed with people. We'll be doing live demonstrations, putting sand on a car and with dirt and everything; and taking it right off without touching or scratching the paint. People absolutely love it.
Alex Fees: So you're trying to reach end-line consumers right here.
Joseph McDonnell: End-line consumers as well as dealerships. Lot of dealerships would be coming by because they're looking for products, their detailers can use to actually detail cars as well. So they actually love the products and it keeps -- as I mentioned to you before.
Alex Fees: You got all kinds of stuff.
Joseph McDonnell: I got all kinds of stuff. I'm going to show you something really cool. This is one of my favorite products. This is actually leather scent. It's just a scent.
Alex Fees: Leather scent.
Joseph McDonnell: It basically -- it puts back. Yeah, I'm going to go ahead and you could just take -- smell this for a second. You'll notice this smells like regular microfiber.
Alex Fees: Absolutely.
Joseph McDonnell: Watch what happens when I spray this leather scent on it. Now this will make your car smell like the inside of Rolls Royce.
Alex Fees: Wow.
Joseph McDonnell: Is that beautiful or what? I've ever been inside of Rolls Royce but you know what, I guarantee this one outside. Smell this, get in there and you're going to be like I've smelled that smell before.
Alex Fees: I can see that absolutely.
Joseph McDonnell: So that's another one of our products. We also designed whole leather cleaner system. This is a leather conditioner and protectant. This is leather cleaner. These are actually -- this leather conditioner and protectant puts back the natural oils that otherwise dry out in your leather whether it's your shoes, your seat in your car, a leather jacket, boots, belts, purses. It doesn't use any cream or any silicon. There is no silicon in this product.
It actually uses all the natural oils to re-hydrate and re-moisturize your leather to make it supple again. This is our leather cleaner conditioner, a leather cleaner rather, this is just to clean your surface, very safe. Here is another one. These are all very unique items by the way.
Alex Fees: Joe, I'm running out of stuff here man.
Joseph McDonnell: I know. Anti-Fog window cleaner; it cleans your windows at the same time it puts a protective barrier to prevent your windows from fogging. Right inside the cars, especially in the northern part of the country.
Alex Fees: The inside.
Joseph McDonnell: The inside of your windows, your mirrors, your windows, even your outside mirrors because it actually seals the surface. Streak free shine and it does a beautiful job and it prevents the fogging.
Alex Fees: Now what's the operating agent?
Joseph McDonnell: Oh, I can't tell you. This is a trade secret formula.
Alex Fees: Any surfactants or biologically enzymatic.
Joseph McDonnell: Well, it's got some surfactants because that's how you clean the window. It's very, very minimal but it does have a special polymer that helps seal the surface and create that barrier protection.
Alex Fees: Alright.
Joseph McDonnell: So, this is interesting. I should have brought something over. This is actually our chrome polish. It actually replates chrome, it contains silver nitrate. You can actually turn a penny into a dime. That's a demonstration. You put this on, you basically shake it up. It replates the chrome. So let's say you have scratched up chrome, chrome bumper, chrome mirror whatever it maybe, it even works on silver. It actually puts the chrome finish back on to surface and make it look new again. Absolutely beautiful and I think this last one I actually have here.
Alex Fees: Mercedes or SBTV.
Joseph McDonnell: Those are the best. I need one of those. God only knows, I have not seen those screens again. This is a best way to store your head lamps. There one out of three cars in the US have head lamps that always, they're hazed over, they're yellow, they're pitted. They look terrible. It makes - that always make your car look bad and dingy. It also makes it very difficult for your lights to be able to penetrate through there so you can't really see that well as night. Well, this product will restore your headlamp in 30 seconds or less.
We have simply come to tube products in here. Let's say here. You got a polish on one side which use the volcanic pumice. Yeah, volcanic pumice, which just comes from the volcanoes in Howai. Once again mixed with polymers, you take that, you put it on your shimmy side and you rub it around for about 25 seconds. You flip the pad over, microfiber pad, you put the protectant. Put a couple of drops on, wipe it right across and you're done. Instantly, brand new visibility, brand new head lamps.
Alex Fees: We reach the bottom here.
Joseph McDonnell: I think we are at the bottomless pit.
Alex Fees: Joe, tell me about this name For Life Products. What's that all about?
Joseph McDonnell: We make products to make people's life easier, little bit better and very cost effective method. It's very affordable and cost effective.
Alex Fees: Joe, where can people go? Where can SBTV.com viewers to get more information on all of your products?
Joseph McDonnell: You can come and visit our website at detailmagic.tv. These products are available at some selected Home Depots around the United States and the automotive department as well.
Alex Fees: detailmagic.tv
Joseph McDonnell: Yes, detailmagic.tv, Alex thanks a million.
Alex Fees: Thank you very much. He is Joseph McDonnell of For Life Products. I'm Alex Fees on Small Business Television. You're logged on to SBTV.com.
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