Wacky product needs 'splainin

I'm reaching out again in hope that someone can tell me how this product is intended to be used. 

I was staring at the image a long time and read to the end, "Mastweg." I know that street, I rode Baasha there in Wuppertal. But what is this? 

Ingredient: Beeswax.

Please tell me it's not something a horse would be eating? 

I went to the website, still no clue.