You have to make sure you're applying it correctly. You should be using a MF towel to apply it, then a clean and dry MF towel to buff it after a couple of minutes. It's very similar to applying a wax. If you run your finger across it after you're done and it feels oily, you didn't buff it well enough.
With that said, Back to Black is the discount store brand. If you're serious about doing it right, buy the good stuff. Like anything, you get what you pay for.
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