Volvo Wants to Make Bike Commuting Safer by Selling You Glow-in-the-Dark Paint

There’s no shortage of products designed to make people on bicycles more visible at night, with entrepreneurs lately vying to come up with solutions that go way beyond simple reflectors and flashing taillights. These days you can trick out your bike with multicolored LED wheel lights, make your intentions known with blinking turn-signal gloves, and even create your own moving bike lane of laser light.

Now the Swedish auto brand Volvo has introduced its own high-visibility innovation for people riding bicycles, a water-based spray-on reflective paint called LifePaint, available now in a handful of London-area bike shops. Invisible in the daytime, it shows up brilliant white under headlight beams, and Volvo is touting it as a way to help prevent cycling deaths and injuries.