As Stubie blatantly trades under the radar so to speak, but fails to point out the shortcomings of his "dye" in real world use when used to recolour your steering wheel, I can recommend the use of
this product to seal the finish.
The same company also
supplies dye, and if it's anything like as good as the quality of the sealer, I expect the longevity to be far superior to Stubie's offerings
If you are using Stubie's "dye" as a standalone product, you can expect to renew the finish on a frequent basis, this is especially true if using it to change the existing colour of a wheel
Brian