With each passing year, women aged 30 and over are becoming more aware of wrinkles. Evidence suggests otherwise. sun spotsAge-related changes may have the same impact as wrinkles on your appearance.

Nearly 63% of women over 35 have age spots, sunken skin and discoloration. What’s the dark side? Your apparent age is the problem.

“Getting a clear, even skin tone without discoloration is just as important as wrinkle-fighting to achieving a rejuvenated, youthful appearance,”Dr. Ellen Marmur, a New York City dermatologist and author of “Simple Skin Beauty.” “To some patients, it’s even more important.”

Marmur and other dermatologists call it hyperpigmentation. It can be referred to as sun spots, liver spots or age spots. All three types of liver spots — sun spots, age spots, and liver spots – are caused by excess melanin in the skin. Most of these are due to sun damage.

Marmur says that hydroquinone or retinoids are the most popular topical treatments for discoloration. Both may cause irritation and require prescriptions. StriVectin EV Even Brightening Serum is an alternative that has been clinically shown to work quickly and without any of the side effects.

“StriVectin-EV Get Even products, both the serum and new Get Even Spot Repair, combine natural ingredients like willow bark, vitamin C and licorice with our unique, patented form of niacin for the most even supply of pigment, skin repair and anti-aging effects,”Myron Jacobson, chief scientist and professor in Medicinal Chemistry, explains. “Studies reveal 85 percent of women see reduced sun spots and more even skin color after eight weeks of use.”

To treat dark spots over time, however, it is important to follow the sun advice.

* Wear sunscreen year-round with an SPF of 30.

* For prolonged sun exposure, get a wide-brimmed hat to wear outdoors.

* Neutralize stubborn spots with peach-toned concealer while using StriVectin-EV Get Even products to slow down melanin production.

* Beware of products that bleach skin, as this can cause white spots, another form of discoloration.

StriVectin will be available in select Macy’s shops nationwide www.strivectin.com. Get information at www.strivectin.com/promo/get_even.