Women ages 30 and older are growing increasingly aware of new wrinkles with each passing year. Yet, evidence suggests that sun spots may have as much of an impact on age-related appearance as wrinkles.

Nearly 63 percent of women older than age 35 experience sun or age spots, discolorations and uneven skin. The dark side? The problem reflects your apparent age — or lack of youth.

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

Dermatologists like Marmur call it hyperpigmentation, but its various types are commonly known as age spots, sun spots, liver spots, freckles and melasma, brown patches of skin triggered by a hormone imbalance. Age spots, sun spots and liver spots are all the same ailment — pouches of melanin where the skin pigment has overproduced and dumped uneven amounts, the majority of which are a result of sun damage.

According to Marmur, the two most used topical treatments for discoloration are hydroquinone and retinoids, which both may have irritating side effects and require a prescription. However, a new alternative, StriVectin-EV Get Even Brightening Serum, is an over-the-counter solution that's clinically proven to work quickly minus the same risky 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," explains chief scientist and professor of Medicinal Chemistry Myron Jacobson. "Studies reveal 85 percent of women see reduced sun spots and more even skin color after eight weeks of use."

But to treat the long-term problem, sufferers of dark spots should also heed the following sun-related 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.