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After a new survey reveals almost half of parents (48% per cent) don’t feel they get enough help from their GP to manage their child’s eczema1, E45 has teamed up with the National Eczema Society (NES) to launch a new 3 step treatment plan and online advice programme to help parents get to grips with eczema.

Around one in five children in the UK has eczema and in 8 out of 10 cases, the condition occurs before a child reaches five years of age2. ‘Emollients’ (substances used for moisturising, washing and bathing that help soften and smooth the skin to keep it supple and moist) are recognised as the most important treatment for eczema3, however the new research by E45 and the NES show that in practice, many parents are not using these treatments as effectively as they could be1.

Almost half (49 per cent) of mums only apply emollient creams and ointments to the affected areas of their child’s skin1, when medical guidance from the National Institute of Health and Clinical Excellence (NICE) recommends that to get the best results from emollients treatments they should be applied to the whole body, even when their child’s skin appears clear of eczema. The survey also highlighted that many parents could be hampering the effect of these treatments by the way they apply them , over one in two (53 per cent) ‘rub’ creams and ointments into their child’s skin1 which can actually make eczema worse by irritating the skin.

To overcome the common mistakes parents make when using emollients and to help them get the full benefits from these treatments the E45 3 step treatment plan has been developed in line with NICE and NES guidance;

Step 1: Apply emollient creams and ointments all over your child’s body 2-3 times a day
Step 2: Use gentle strokes in the direction of the hair growth when applying emollients
Step 3: Use soap substitutes and an emollient bath oil to cleanse your child’s skin

Margaret Cox, chief executive of the NES comments “Emollient’s can be very effective to keep eczema under control and in some cases can reduce the need for stronger treatments like steroid creams. The problem is, emollients MUST be used correctly and parents don’t always get the support and education they need to do this, meaning many parents don’t achieve the full benefits. The new 3 step treatment plan emphasises the 3 basic rules of using emollients, if parents strive to get these right, they should see an improvement in their child’s skin which will in turn help them feel much more in control of the condition.”

To help parents get the most from the 3 step treatment plan, E45 has also launched a free support programme . The new online resource is designed to educate parents on how to use emollient treatments correctly. It offers advice for parents as soon as their child is diagnosed with eczema, or, gives those struggling to manage their child’s condition the help they need to improve treatment outcomes. The program has already seen fantastic results with 9 out of 10 parents saying they feel more in control of their child’s eczema since starting the programme and 81 per cent recording improvement in their child’s eczema symptoms4.

Enrolment on to the program is completely free and parents can benefit from telephone advice from a trained National Eczema Society nurse. The dedicated website gives parents the tools they need to monitor and check their child’s eczema symptoms along with easy access to advice leaflets, educational videos and testimonials. Additionally, parents can also seek help and support from other mums and dads faced with the same frustrations and problems in treating their child’s eczema through links to the NES Facebook page.


E45 product information: The experts at E45 have developed a range of emollient products suitable for children and babies to help you manage your child’s eczema effectively;

E45 Cream (350g pump from £7.14): an effective, non-greasy emollient that’s quickly absorbed by the skin. This formula is clinically proven to treat and soothe dry, itching, flaking, chapped and rough skin. It works by replacing lost moisture and forming a protective barrier, leaving skin feeling soft and comfortable again. Always read the label.

E45 Emollient Bath Oil: (250ml from £5.10): an effective yet gentle bath oil clinically proven to soothe and moisturise dry skin. Tested by dermatologists to help treat dry skin conditions the formula creates a lasting barrier that protects against moisture loss and gently cleanses the skin so you don't need to use soap.

E45 Emollient Wash Cream (250ml from £4.72): A gentle but effective non-drying cleanser. E45 Wash soothes the skin and helps prevent dryness by helping the skin retain its natural moisture. Free from soap and detergent, it’s gentle enough for everyday use.
Available at selected supermarkets and pharmacies. Also available on prescription.
The National Eczema Society do not endorse any products or treatments

Editors notes:

For more information on the E45 and the National Eczema Society parent survey or for more details on the E45 3 Step Treatment Plan and eczema advice program please visit

Further E45 product information, case studies of mums with children suffering from eczema and expert commentary on the effective treatment of eczema is also available, please contact Nikki Button or Hannah Mepham at Spink or call; 01444 811099.

This press release was distributed by ResponseSource Press Release Wire on behalf of Spink Ltd in the following categories: Children & Teenagers, Health, Women's Interest & Beauty, for more information visit