Problem with touch-up paint on Corolla

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My '99 Corolla has a few areas on the hood (mainly on the foremost lip) where road debris has taken flecks of paint off. I bought some Genuine Toyota touch-up paint and touch up these areas every time I wash/wax the car. However, after a couple of months, the areas that were touched up are again exposed. It is as if the touch-up areas are blown off by the wind. My usual process is to wash and wax the car THEN touch-up these areas. I thought that the freshly waxed surface was not allowing the touch-up paint to properly adhere ... so I washed first, then touched up, and waxed the all but the front lip of the hood. But again, the areas I touched up are now exposed. Do I need some sort of primer? I am getting tired of buying touch up paint (I'm on my second bottle).
 
I'm not an expert with this process but I have done some touch up chips with good results. I washed and dried the car then used a sanding pen to sand down any rust in the chips. I then used some rubbing alcohol on a q-tip to clean up the chip and once dry, used the touch up paint on a toothpick or with the brush in the cap. I did a few thin "coats" 15 mins apart. I think the sanding gives the paint something to adhere to and cleaning the chip with alcohol gets any wax etc. out. Good luck.
 
It might look like you are applying a lot,but you will notice after it dries that its almost an invisible layer.Like you did it with a magic marker.Its because touch up is lacquer based,non activated (which would add hardess and durability),and you are painting chips that are probably down to bare metal,and need primer to start.Lacquer is well known to require lots and lots of coats to get good coverage.The touch up is probably base/clear coat too,and requires a protective/glossy clear to seal it in,and make it look like the rest of the paint.
 
Quote:
wash and wax the car THEN touch-up these areas

The wax is still there even after washing, it is in the pores of the primer if its not down to bare metal.
Wipe it down with prepsol or wax and silicone remover first, then get a spray can of self etching primer.

Wipe it down first with the prepsol the spray a little primer into the can lid and use a paper match to apply a little to each chip from the cans plastic lid.
Let dry and touch up with paint. Don't wax the touch ups for at least 2 weeks.

Self etching primer
Prep-all
 
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