Different customers may prefer to use different emollients. The correct one will be the one they like to use as frequent use is critical. When trying a new product, customers should apply a small amount to an area of unaffected skin to test for any reaction.

Finding the right emollient can be a matter of trial and error. Ideally, customers should choose a range of emollients €“ a cream or lotion for daytime, an ointment for bedtime, a bath additive and a soap substitute. This is referred to as 'complete emollient therapy'. Once the preferred treatment has been chosen, it needs to be applied frequently €“ at least three times a day, or even hourly in severe cases. Application after bathing is key to trapping moisture in the skin.

Emollients should be applied gently in the direction of hair growth. All areas of the skin should be treated and application should continue €“ even if symptoms improve €“ to help prevent future flare-ups. Your pharmacy may stock many different emollient options. Popular brands include Oilatum, Aveeno, Cetraben and Dermalex.

Many emollients have simple formulations, while others contain added active ingredients. Examples include light liquid paraffin and soft white paraffin (e.g. Oilatum), which work by providing a layer of oil on the skin to prevent water evaporating from the skin's surface, and urea, which is a hydrating agent that draws water from the lower layers of the skin into the epidermis (e.g. Aquadrate and Calmurid). Other products contain antiseptic (e.g. Dermol Cream) or lauromacrogols (e.g. E45 Itch Relief Cream), which has local anaesthetic properties to soothe itchy skin.