Atopic dermatitis (AD), commonly called eczema or atopic eczema, is the most common form of eczema. It causes extremely itchy rashes that come and go. Symptoms can interfere with sleep and everyday life ranging from excessively dry, itchy skin to painful, itchy rashes. 
 
AD usually develops by the age of five, however people of all ages can be affected. The American Academy of Dermatology (AAD) states that one in ten Americans has atopic dermatitis and research indicates that AD tends to develop more in Asian American and African American children than white children. AD appears to be grey or violet-brown discoloration in brown or black skin rather than red rashes found on white skin, making it less noticeable and often undiagnosed in children with deeply pigmented skin.

In June 2023, Aveeno initiated a survey with Censuswide, “Cross-Country Parental Awareness on Early Interventions for Atopic Dermatitis,” to understand the level of awareness and to identify knowledge gaps. A total of 3,012 parents with children aged five and below in China, Indonesia and India participated in the online survey, with 1,003 respondents from China and India and 1,006 respondents from Indonesia.
 
Aveeno, a brand owned by Kenvue, chose this region for its diverse climate and geographic scope. China, Indonesia and India encompass the largest part of the Asian Pacific region, allowing for a diverse cross section to be surveyed. Also, according to Keshan Gunasinghe, head of APAC R&D for Kenvue, there has been a recent increase in prevalence of atopic dermatitis in this region with up to 12% of children in China suffering from AD.

Aveeno Survey Facts

The survey showed that 92% of parents were willing to pursue preventative treatments should their child be at a high-risk for developing AD. Out of these respondents, 74% would consult a healthcare professional, 17% decided to use a moisturizer and the remaining 1% said they would choose other preventative measures. 
 
However, only one out of four parents who suspected their child was at high-risk responded they were “very likely” to use a moisturizer before symptoms appeared. Surprisingly, despite the commonality of eczema, half of the respondents were either unsure or unaware of ways to delay the onset of eczema symptoms. 
 
When asked about awareness about preventative methods to delay the onset of AD, 24% were “very aware” and 38% “somewhat aware.” Only 5% of parents were “not at all aware.”
 
The complete survey factsheet can be found here.

AD: Causes and Treatment Plans 

While the AAD states that no one thing causes atopic dermatitis, genetic makeup, immune system, cultural, physical and environmental factors may all play a role in contributing to the condition. 
 
Experts from the Skin of Color Society (SCOC), the AAD and Keshan Gunasinghe agree that daily emollient use is key to managing AD. 
 
Atopic dermatitis causes dehydration, water loss and a breakdown in the outer most layer of the skin which can lead to xerosis or dry skin. This dysfunctionality in the epidermal barrier causes the itchy rashes of AD to form. Most dermatologists will always recommend a daily moisturizer and will prescribe other medications for more severe cases. 

Aveeno's moisturizers contain collodial oatmeal, a nautral ingredient approved as an FDA protectant. 

Creating a treatment plan with a dermatologist that uses skin care, trigger management and medication or light therapy as needed, can help reduce the affects and flares of AD. The AAD outlines preventive measures such as a daily lukewarm baths or showers removes bacteria and other germs that can reduce infections on the skin. Also keeping skin moisturized with fragrance-free moisturizers shortly after bathing helps to reduce dryness. 
 
As a way to assess the likelihood of developing AD, recent data shared at the 25^th World Congress of Dermatology in Singapore suggests that children with a family history of allergic conditions could benefit from screening. A study supported by Kenvue’s Johnson & Johnson Consumer Inc. subsidiary found that certain markers of skin heath could predict the risk of AD in children from birth. 

This discovery suggests that skin health markers might be able to be used in clinical practice to predict the progression of atopic dermatitis. Also, these markers may help to identify individuals who could benefit from moisturizers and other early protective measures, according to Kenvue.
 
“This emergent study that we have presented at the World Congress of Dermatology helps us to understand skin surface markers for children at risk of developing AD and identify those who could benefit from early interventions. These insights will be pivotal as we continue delivering innovative and trusted pediatric skin health solutions built in strong scientific evidence through close collaboration with pediatric dermatology community,” Gunasinghe said.
 
Earlier this year Kao also conducted a study to develop a method for early detection of AD in infants. Kao was able to find an objective and non-invasive way to identify molecular features of AD and its underlying pathogens in infants' mRNA, called “RNA monitoring.”
 
According to the Skin of Color Society (SOCS), AD is one of the overall most common skin disorders in infants and children and the second most frequent skin disease in African Americans. 
 
SOCS states that, atopic dermatitis appears to be increasing in commonality among Asians, Pacific Islanders and Blacks. Eczema can lead to darkening (hyperpigmentation) or lightening (hypopigmentation) of the skin caused by scratching. Even if it’s treated this discoloration of the skin can last months to years. The SOCS outlines using sun protection and mineral based sunscreens (zinc oxide, titanium dioxide) to prevent or minimize hyperpigmentation and/or hypopigmentation. 
 
An independent clinical study conducted at the University of Cork suggests early intervention methods that may help to protect the skin barrier could reduce the risk of developing AD. 
 
With severe cases of AD its recommended to consult a board-certified dermatologist. Regardless of ethnicity, prescribed treatment plans usually consist of anti-inflammatory agents, narrow band UV-B phototherapy, topical or oral JAK inhibitor, and/or other immunosuppressives. Different cultures can also have adjunctive alternative therapy such as herbal medicine. 
 
Due to a weak or poorly functioning skin barrier in AD, gentle skin care is a must. Those with AD have sensitive skin so it is recommended to avoid heavily fragranced and harsh chemicals/soaps. Look for products that have a seal of acceptance by the National Eczema Association. Experts also agree that good practice also consists of applying moisturizers after a lukewarm shower/ bath shorter than five to ten minutes.
 
“We know that all parents want what is best for their child and it is heartening that a majority would try preventative methods, including consulting with their healthcare professional first. The application of emollients should be part of parents’ AD management routine. 1% colloidal oatmeal-based emollients strengthen the skin’s moisture barrier, potentially preventing the penetration of allergens and fosters subsequent allergen sensitization,” noted Gunasinghe.

AD: Mental Health & Stress

Aveeno’s survey found that deterioration caused by untreated skin can negatively impact daily life. Majority of surveyed parents expressed that AD impacted their child’s quality of sleep, 45% of parents indicated sleep disturbances as a common association with this condition. Surprisingly the study also discovered that having atopic dermatitis causes both children and parents mental and emotional stress. When young kids experience flares and are unable to fully express their symptoms parents found it difficult to fully understand and help their child. 
 
“Atopic dermatitis requires timely and proper management to control its severity and potential repercussions on a child’s psychological health,” said Shine Dermatology consultant Dr. Evelyn Tay. “The daily application of emollients can improve skin hydration and skin barrier function and can reduce the number of active flares in patients.” 
 
Overall Aveeno found that there is a large need for parental education on AD and on preventative measures. Kenvue said it continues to partner with doctors to create the best products for consumers, and from the survey sees the importance of educating parents on preventative measures and how to delay the onset of AD. In an interview Gunasinghe expressed that while there are no immediate plans for an atopic dermatitis geared product, this study helps back up current and future Aveeno and other Kenvue products.