RALEIGH, N.C. — Merz North America has launched Mederma Quick Dry Oil, a multi-use product spanning retail categories including general skin and beauty, first aid and baby care.

Fragrance free and paraben free, the product is formulated with a complex blend of botanical oils for use on scars, stretch marks, uneven skin tones and dry skin. It has patented Cepalin onion bulb extract to help improve the overall appearance, texture and color of scars and stretch marks.

Other key botanicals include sweet almond, rose hip, sunflower and coconut oils. This lightweight oil allows for rapid absorption for a nongreasy feel and is rich in vitamins A and E, and omega-3 fatty acids.

Sunflower oil helps maintain skin’s natural moisture level, while rose hip oil, rich in vitamin C, is a natural brightener that also helps improve skin tone. Sweet almond oil helps nourish and moisturize skin, while coconut oil helps seal in moisture while creating luxuriously soft, hydrated skin. And a synergistic blend of chamomile and ginger extract helps reduce redness and blotchiness.

The launch builds on Mederma’s foundation as the No. 1 scar care franchise in the U.S. with a 48.3% unit share, says Steve Gallopo, senior director of O-T-C at Merz. Mederma has also been the No. 1 pharmacist- and doctor-recommended scar care brand for 16 years, he adds.

The new product’s quick dry and “free from” formula with botanical extracts differentiates it from greasy products with mineral oil, says Gallopo. Greasiness is the No. 1 consumer issue with scar care oils, he says, noting that some products also include parabens and are fragranced. “Those can be major consumer concerns,” he comments. “Mederma Quick Dry Oil definitely addresses an unmet need within the category.”

Multipurpose oils, despite their flaws, have gained popularity, he notes. Mederma Quick Dry Oil can lift the category to new heights by attracting consumers who have been wary of a greasy residue, he says. “We’re entering a relatively high-growth category with a unique formulation that differentiates us.”

Marketing for the launch will emphasize the product’s quick absorption with a campaign for TV, print, social and digital media. The product will be rolled out in time for what Gallopo notes is the peak scar care season of spring and summer.

Mederma Quick Dry Oil will be available in three sizes: 100 ml with a suggested retail of $13.49, 150 ml ($19.99) and 200 ml ($27.99). Gallopo says the 100 ml size should be stocked in first aid, while the two larger sizes should be in general skin care and baby care.

The product will be available the first part of 2017 at CVS Pharmacy, Walgreens, Rite Aid Corp., Walmart, Target Corp. and Amazon.com Inc. as well as supermarkets.