Empowering South Africans with Insights on Managing Dry, Itchy Skin Following Eczema Awareness Month

Following the recent conclusion of Eczema Awareness Month, the focus remains on atopic dermatitis — commonly known as eczema — a chronic skin condition that carries the highest disease burden among all dermatological disorders. Characterized by dryness, intense itching, and a weakened skin barrier, eczema affects up to 20% of children and 10% of adults globally. Research shows it is more prevalent and persistent in people of colour. 

In South Africa, the relevance is striking over 70% of South Africans report dry or itchy skin as their most bothersome skin concern, with 91% of eczema-prone individuals experiencing daily itching. The impact goes beyond the physical — eczema can disrupt sleep, affect emotional well-being, and interfere with daily life and social interactions. 

Effective management of eczema-prone skin hinges on a consistent routine that restores the skin’s protective barrier and alleviates discomfort. Treatment goals include symptom reduction, disease remission, and improved quality of life. Dermatology guidelines recommend regular use of emollients as a foundational therapy for all age groups. 

Oat has emerged as a hero ingredient in eczema care, backed by over 70 years of research and more than 25 clinical studies. Its therapeutic benefits stem from three key components: 

·         Oat flour: Enhances skin hydration and helps retain moisture.

·         Oat extract: Soothes irritation and reduces redness.

·         Oat oil: Strengthens the moisture barrier and supports natural ceramide production. 

“Oat-based skincare regimens have shown significant improvement in the symptoms of dry, itchy skin,” says Edna Mohale, Head of Marketing at Kenvue Southern Africa. “That’s why we’ve championed this ingredient in Aveeno® for over seven decades. Our Skin Relief Moisturising Lotion is designed for very dry skin, delivering relief within 60 seconds and helping restore the skin’s barrier. The Aveeno® DERMEXA range targets five common symptoms of eczema-prone skin — dryness, redness, itching, scaling, and hydration — while our baby care line is specially formulated for sensitive, eczema-prone baby skin.” 

While Eczema Awareness Month has just concluded, the message is as relevant as ever: eczema can be managed effectively. With the right knowledge, a consistent skincare routine, and science-backed products like oat-based formulations, South Africans living with eczema-prone skin can reclaim comfort and confidence in their daily lives.