1515 ET - WD-40 is looking to get young tradespeople and professionals hooked on the brand, CEO Steven Brass says during a conference. "Once users come into WD-40 brand, they stick with it," Brass says. Professionals and tradespeople represent 15% of WD-40 users, but consume 70% of the company's products. Brass says much of the company's marketing efforts will go toward building brand loyalty with those young consumers. "Going out and bringing them in while they're getting trained is a big part of what we do," he says. (amira.mckee@wsj.com)

(END) Dow Jones Newswires

January 13, 2026 15:15 ET (20:15 GMT)

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