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Effective Removal Of Verruca And Warts With Freeze Technology

New Scholl Freeze Verruca and Wart Remover is an advanced treatment for warts and verrucas which uses the principles of cryogenics (freezing technology.) Verrucas and warts are extremely common, with one in two people suffering at some stage of their lives. The highest incidence is amongst 5-15 year olds and young adults who frequently use gyms and communal changing rooms. There is evidence that the link to swimming and sports causes incidence to be highest during the Summer months. Consumer insight indicates that verrucas and warts can cause embarrassment and discomfort and can be stubborn and resistant to treatment. Traditional treatments can take several months to work, so people often seek professional help to obtain a faster result. New Scholl Freeze is a Medical Device / CE 0120 marking (class IIA) and has been clinically proven to be as effective as methods used by professionals to freeze and subsequently remove the infected cells. Extensive clinical studies confirm the product has a 94% success rate in removing common warts, with many small warts usually only requiring a single treatment. Scholl Freeze is also clinically proven to remove 69% of verrucas - typically more difficult to resolve. Scholl Freeze Verruca and Wart Remover is an efficacious and convenient treatment that is easy to use, with step by step instructions containing detailed information about the product and how it works. It is available in an aerosol dispenser containing a mixture of Dimethyl Ether, Propane and Isobutane and contains 12 foam applicators for 12 treatments. On the depression of the dispensary button, the liquid mixture saturates the applicator bud and cools it to around minus 50°c. When the applicator bud is placed on the wart or verruca for between 30-40 seconds, the infected cells are rapidly frozen at the core. A small blister may form underneath the verruca or wart within a few days of treatment and within 10-14 days the verruca or wart will usually fall off and new skin will grow in its place. Sue Beck, Scholl Senior Brand Manager commented: "By offering an advanced freezing technology treatment - which is similar to that used by healthcare professionals - Scholl has added a leading edge treatment choice to its existing remedial range. This tried and tested technology provides a convenient, easy-to-use home treatment solution, suitable for use on adults and children aged four and over." Scholl Freeze has clear usage guidelines both on-pack and in the patient information leaflet which give customers a step-by-step guide through the correct treatment procedure. Scholl Freeze is suitable for use on both common warts and plantar warts/verrucas. Common warts are firm and raised with a rough surface that can look like a cauliflower. Plantar wart/verrucas are flat warts on the soles of feet, with the pressure from bodyweight forcing them inwards. Plantar warts/ verrucas often have black dots in the centre and are surrounded by hard, whiteish skin. A £500k communications programme is underway to support the launch of Scholl Freeze Verruca and Wart Remover including TV, PR and trade press advertising – with the focus on the summer months when the incidence is highest. The TV campaign commenced on 10 April and ran for 5 weeks on GMTV and various satellite channels. The communication campaign is targeted at mothers with young children and focuses on the message that there is an effective, high-tech and clinically proven treatment for verrucas and warts, which is suitable for use on children and easy to use at home. While engaging the target audience via a humorous playstation sequence, the advert also reinforces product efficacy through a futuristic demonstration of the science behind the technology. The carton packaging is designed to have a strong shelf standout and reinforces its market-leading identity. The cartons come equipped with Euro hooks and tear strip for tamper evidence. A shelf-ready tray will also be supplied to assist pharmacists with the merchandising of the product. Other treatments from Scholl in this range include: Scholl's Seal & Heal Verruca Removal Gel - a clever treatment which dries to a water-resistant barrier so there's no need for plasters. Alternatively Scholl has a Medicated Verruca Removal System. This specially designed wash-proof cushioning pad features Scholl's unique medicated disc system. Both contain salycilic acid which destroys the 'glue' that holds skin cells together thereby disrupting the structure of the wart or verruca so it can be easily moved.