Certainly looks like it. Oyumaru was repackaged, marked up and sold as InstantMold at one point. It now looks like GSW are in on the act.
Tips? A lot depends of what you're trying to do with it. Simple one piece moulds for copying single surfaces. Two part moulds (with lugs for alignment formed with the end of a paintbrush or similar) for when you want both sides.
Putty shouldn't stick to it so there shouldn't be any need to lubricate your mould. Pick a putty that suits your needs. Some swear by a mix of green stuff and Milliput for capturing detail and not breaking easily. You probably want something you can readily carve or sand to get rid of any flash. Best to have a play & see what works for you.
FWIW, my latest experiments have been with Geomfix which sets hard, tough and replicates detail well. It can be carved and sanded.