Aveeno Baby Breaks Guinness World Records with Campaign to Combat Atopic Dermatitis

Aveeno Baby has set a Guinness World Records  title for the ‘Most pledges for a dermatological disease awareness campaign in one week’. The record-breaking initiative saw collaboration with 11,201 Indian paediatricians, dermatologists, and healthcare professionals to advocate for early intervention in the prevention of Atopic Dermatitis (AD) using moisturisers on newborns.

AD is a chronic inflammatory skin condition characterised by dry, itchy skin and a compromised skin barrier. Early symptoms often manifest within the first year of life, with 90% of cases appearing by age five. However, a survey conducted by Aveeno Baby in collaboration with Firstcry revealed that 82% of Indian parents remain unaware of AD, underscoring the urgent need for awareness.

Through its ‘Start Early, Stop Atopic Dermatitis’ campaign, Aveeno Baby aims to promote the use of its oat-based moisturisers to manage and reduce the risk of AD in children.

The Role of Early Intervention

Sensitive skin conditions like AD are increasingly prevalent in India, yet many cases go undiagnosed, leading to prolonged discomfort for children. Symptoms such as redness, itching, dry skin, and rashes can also disrupt babies’ sleep cycles, affecting overall family well-being. The campaign emphasises early and consistent use of moisturisers to combat these symptoms effectively.

 Manoj Gadgil, Business Unit Head, Essential Health and Skin Health, and Vice President of Marketing at Kenvue, remarked, “Sensitive skin requires special care, yet there is a significant lack of awareness around managing such conditions in babies. By partnering with India’s leading healthcare professionals, we aim to educate parents on the importance of early intervention and the use of therapeutic, expert-recommended products like Aveeno Baby’s oat-based moisturisers.”

A Collaborative Initiative

Aveeno Baby has worked closely with Indian healthcare professionals, showcasing its research on colloidal oatmeal—a scientifically proven solution for dry and sensitive skin conditions—at PEDICON 2024, the annual conference of the Indian Academy of Paediatrics. This scientific advocacy aligns with the brand's broader efforts to empower parents and healthcare providers with knowledge and resources.

Dr Ajay Lal, a Delhi-based paediatrician, lauded the campaign, stating, “This initiative by Aveeno Baby is commendable. Early use of moisturisers significantly reduces the risk and recurrence of AD, and I’ve seen its benefits firsthand in my practice.”

Future Awareness Efforts

Aveeno Baby will continue its mission through knowledge-sharing sessions with paediatricians, dermatologists, and experts across various cities, supported by influencer-led campaigns. These efforts aim to amplify the message about early intervention and the importance of addressing sensitive skin conditions in babies.