New ScarAway scar diminishing serum enters market

GUILFORD, Conn. — Mitchell-Vance Laboratories, which specializes in the treatment and prevention of scars, has announced the introduction of its new ScarAway scar diminishing serum.

The product is launching at Walgreens stores nationwide in April for a suggested retail price of $17.99.

ScarAway scar diminishing serum is designed to effectively shrink, flatten and fade hypertrophic (raised) and keloid scars, which may result from surgical procedures, injuries, burns, stretch marks or acne.

The serum is housed in a pen-like tube no bigger than a mascara wand. A click of the "pen" allows the serum to be precisely and directly dispensed to the scar area, where it is then massaged into the skin with the three roller balls at the tip. The serum is odor-free, non-greasy and can be worn under makeup or other skin care products such as moisturizers.

The manufacturer recommends that the serum be massaged into the healed scar for one to two minutes, twice daily. A softening of the scar may be observed after a few days; for optimal results, use should be continued for 12 weeks for new scars, and five to six months for older scars.

"At-home scar care doesn't have to be messy or unwieldy," stated Jessica Rowen, CEO of Mitchell-Vance Laboratories. "We developed ScarAway scar diminishing serum in response to the need for a product that fits a fast-paced lifestyle — one that is portable, discreet, invisible and fast and easy to use.