The product, containing Melanozyme, a mushroom-derived enzyme originally formulated in the 80s to whiten paper, has also been discovered to destroy melanin and reduce the dark-colored pigment in skin.
"Elure was originally designed for the Asian market due to the popularity of whitening products. However, in the US products in this class are called lightening instead of whitening", a Syneron spokesperon informed Cosmetics-Design.com USA.
"Skin whitening is doing well in the global and US cosmetics markets as consumers worldwide seek to reduce the visible signs of ageing, including brown spots and uneven skin tone", Euromonitor market analyst, Virginia Lee told CosmeticsDesign.com USA.
Although, "many consumers prefer to use at-home products instead of laser therapy to save money and doctor visits", she added.
The product seems to be popular with dermatologists, Dr. Javier A. Zelaya, has recently stocked his Chelsea and Brooklyn practices with the product.
“Hyperpigmentation can be challenging to treat, but my patients have been truly impressed by the results they get after using Elure”, he revealed.
Current topical skin lighteners on the US market are said to decrease melanin over production, but don't get to the root of the problem and treat existing melanin. Some may even contain hydroquinone, a known skin irritator.
“I am thrilled that I can provide my patients with a skin care regimen that is well tolerated and effective in evening tone, smoothing skin and lightening pigmentation”, adds Zelaya.
Two step process
Elure works in two steps, one chamber contains the enzyme, the other an activator that kick-starts the process.
According to Syneron, “Several clinical trials revealed a visible improvement in subjects' dark spots within seven days, as well as significant improvements in overall lightening, evenness, and smoothness in 67 percent of the subjects after one month.”
The product has also had a lot of media attention in the US, snapping up the 2011 Best of Beauty award by Allure magazine in their Big Breakthrough Category.
Elure is only available from dermatologists, plastic surgeons, and other aesthetic providers.