To commemorate its 35th anniversary, the Armor All/STP Products Co. is launching three new products, updating its logo and creating new packaging. The company also said it is establishing a presence on the racing circuit.

"We appreciate the historical significance of turning 35, but Armor All’s focus is on the now — to build on the trust we’ve established by listening to our consumers and making products that meet their needs and lifestyles," said Jon Paluga, marketing manager for Armor All Brands. "As the leader in the car care appearance industry, we understand the need to innovate to make products that consumers love for the entire car."

The company said will launch three new brands during the first half of the year: Armor All Ultra Shine Wash and Wax; Armor All Triple Action Wheel Cleaner; and Armor All Natural Finish Detailer Protectant.

In addition, Armor All will be involved racing again this year through its sponsorship of the #47 Clorox car and Busch Series driver Jon Wood. Armor All has also teamed up with AutoZone for DIY Dare II, a contest to find America’s best car detailer. The contest begins April 28.