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GLOWMAX has a glow powder mixed in, making it an attractant and luminescent for evening and midnight fishing. Not only does it have natural feeding stimulants, it also lets of light at a certain wavelength appealing to squid. The "taste and scent", and on top of this "light" from stimulate the squids smell, taste and sight senses to get them feeding. Using a bright flash of light on a squid lure that has been sprayed with GLOWMAX is the most effective way to get a strong glow, which is great for nighttime and deep range fishing.