I know this may sound like joke advice but it works for me and I am covered in small scars.

Rub it.

Scars are stiff and rigid tissue designed to be tougher than normal skin to provide protection in areas you get hurt often. Rubbing the area for a good amount of time a day with lotion breaks down the proteins in the scar tissues (keratin I believe) and allows them to fade, soften and sometimes vanish.