Chandigarh, 04 December 2024 – In a pioneering initiative, Aveeno Baby, US#1 Paediatrician Recommended brand a product range for baby’s sensitive, skin broke a GUINNESS WORLD RECORDS title for ‘Most pledges for dermatological disease awareness campaign in one week’ by joining hands with 11201 Indian paediatricians, dermatologists and healthcare professionals to pledge to prevent Atopic Dermatitis (AD) by early usage of moisturizers on newborns.
Atopic dermatitis (AD) is one of the most common forms of eczema, a chronic inflammatory skin condition that results in dry, itchy skin, with a dysfunctional skin barrier. Early intervention is crucial for the management of AD in children. Sensitive skin conditions like AD-prone skin in babies are becoming increasingly common in India, necessitating a deeper understanding of this condition.
With aim to create awareness about sensitive skin conditions like Atopic Dermatitis, Aveeno Baby has launched ‘Start Early, Stop Atopic Dermatitis’ campaign to highlight the importance of power of oats-based moisturizers to better manage AD skin conditions.
Approximately 60% of children with atopic dermatitis develop symptoms within the first year of life, and 90% show signs by the age of five. The most common symptoms observed in babies include redness, itching, dry skin, and rash. Often, sensitive skin conditions in babies goes undiagnosed, leading to prolonged skin discomfort. The unpredictable flare-ups not only affect the baby’s skin but also disrupt their sleep cycle, impacting the well-being of the entire family. A survey conducted by Aveeno Baby and Firstcry revealed, that nearly 82% of Indian parents are unaware of Atopic Dermatitis, underscoring the need to raise awareness to manage such skin conditions effectively.
Mr. Manoj Gadgil, Business Unit, Essential Health and Skin Health, and Vice President Marketing, Kenvue said, “Sensitive skin calls for special care. Today, there is significant lack of awareness about sensitive skin conditions in babies and necessary therapeutic measures to manage it. We aim to educate and provide parents with a paediatrician recommended product to reduce the incidence and severity of AD in infants. By collaborating with India’s leading healthcare professionals across the country, we aim to strengthen awareness on the role of oats-based moisturizers to manage mild to extreme sensitive skin conditions like atopic dermatitis in babies. We are delighted with the overwhelming response we have received from healthcare practitioners to set the Guinness World Record.
This initiative will play an instrumental role in strengthening awareness and highlighting the powerful role that Aveeno Baby can also play in managing sensitive skin conditions.”
According to Dr. Pehal Goyal, Paediatrician, Zikarpur, “In the recent times, we have seen a rise in skin sensitivity and disorders like Atopic Dermatitis among infants. This gets further aggravated in colder regions like the North India, making proper skin care even more crucial. Often parents don’t recognize the sensitive skin symptoms delaying care and appropriate management of such skin conditions. Atopic Dermatitis like conditions if recognized early can be better managed and prevented. Early use of oat-based moisturizers like Aveeno Baby can help play a significant role in preventing AD and other sensitive skin issues.”
Dr. Gaurav Singla, Paediatrician and Neonatologist, Chandigarh , Punjab further states “As winters are approaching, skin disorders like AD are on rise. This is a cause of concern as parents don’t often approach doctors for treatment on such skin problems. Other factors which also contribute to such conditions more allergen exposure which can exaggerate these disorders. As it is a waxing and waning course, proper counselling of parents on the use of oat-based emollients like Aveeno Products is encouraged. Such products provide promising results.”
To raise awareness about sensitive skin and AD amongst healthcare community and parents, Kenvue showcased its latest science on colloidal oatmeal as a powerful solution to address dry and sensitive skin in babies at PEDICON 2024, the 61st National Conference of Indian Academy of Paediatrics, an annual scientific conclave conducted by Indian Academy of Pediatrics (IAP) earlier this year.
As part of its ‘Start Early, Stop AD’ campaign, Aveeno baby will continue its awareness efforts through knowledge sessions with leading paediatricians, dermatologists, experts across cities coupled with influencer campaigns to share knowledge on early intervention and the use of moisturizers to manage sensitive skin conditions in their babies.