Mumbai – In an extraordinary initiative to tackle the rising prevalence of atopic dermatitis (AD) in India, Aveeno Baby has set a Guinness World Records title for the ‘Most pledges for a dermatological disease awareness campaign in one week.’ The brand partnered with 11,201 Indian pediatricians, dermatologists, and healthcare professionals to pledge their commitment to preventing AD through early intervention and skincare education.
The brand’s ‘Start Early, Stop Atopic Dermatitis’ campaign highlights the critical role of early skincare, particularly the use of oats-based moisturizers, in managing AD. This initiative underscores the importance of raising awareness about the condition, especially given the results of a recent survey conducted by Aveeno Baby and Firstcry, which revealed that 82 per cent of Indian parents remain unaware of AD.
Atopic dermatitis is one of the most common forms of eczema, characterized by dry, itchy, and inflamed skin caused by a dysfunctional skin barrier. Alarmingly, 60 per cent of children with AD show symptoms within their first year, and nearly 90 per cent by age five. Common signs include redness, itching, dryness, and rash, often leading to prolonged skin discomfort and disrupted sleep cycles for both babies and their families.
Early intervention is vital for managing AD, especially in India, where the condition is becoming increasingly prevalent. The campaign aims to educate parents about the significance of using effective, pediatrician-recommended products to protect and strengthen the delicate skin of newborns.
Aveeno Baby’s scientific research emphasises the benefits of colloidal oatmeal in managing sensitive skin conditions. Colloidal oatmeal not only soothes and hydrates the skin but also restores the skin barrier, reducing the frequency and severity of AD flare-ups.
According to a Delhi-based pediatrician, MBBS DCH, Dr. Ajay Lal, “Early use of emollients like oats-based moisturizers can significantly reduce the risk and recurrence of AD in babies. I have been prescribing Aveeno Baby to infants with sensitive skin, and the results have been remarkable.”
Aveeno Baby’s collaboration with India’s healthcare community was pivotal in setting the Guinness World Record.
Speaking about the initiative, Kenvue business unit, essential health & skin health, and vice president marketing, Manoj Gadgil shared, “Sensitive skin demands special care, yet awareness about conditions like AD remains low in India. By partnering with healthcare professionals, we aim to empower parents with knowledge and expert-recommended products to prevent and manage AD. This Guinness World Record highlights the power of collective efforts to drive meaningful change.”
To further its mission, Aveeno Baby showcased its latest scientific findings on colloidal oatmeal at Pedicon 2024, the 61st National Conference of the Indian Academy of Pediatrics. This platform allowed experts to share knowledge on early intervention strategies for AD, emphasizing the importance of using specialized skincare products from infancy.
In addition to its collaboration with healthcare professionals, the ‘Start Early, Stop Atopic Dermatitis’ campaign will leverage influencer-led initiatives to engage with parents nationwide. These campaigns will emphasize the importance of early intervention and demonstrate the efficacy of oats-based moisturisers in managing sensitive skin conditions in babies.
