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Test your recommendation skills with Aveeno

Cater to your customers’ individual needs

8-minute module

Pharmacy is often the first point of contact for those suffering with minor skin concerns. This module will help you make skincare recommendations to customers based on their individual needs.

It explores three scenarios, each focusing on a different skin type. The aim is to look at each customer individually and consider what self-care advice would be most appropriate for them, and which products would be best suited for their needs.


  • Be able to encourage good skin care through product recommendations and self-care advice
  • Know how the Aveeno range is specially formulated to nourish and protect dry skin
  • Recognise which ingredients are useful to help certain skin types, to aid your product selection.

Dry and tight skin affected by seasonal conditions

SARAH is a 31-year-old journalist who travels frequently and works long hours, so she finds it hard to fit frequent applications of moisturiser into her day. Her skin is usually normal to dry but can feel very dry and tight in the winter. She does not like greasy, sticky creams and has quite sensitive skin, so requires a long-lasting daily moisturiser that is suitable for her skin type, as well as tips for preventing dry skin during her travels.


Dry skin occurs when the skin is lacking moisture in the outer layer, which results in cracks in the skin surface. To help protect this layer, the skin produces an oily substance called sebum. If the skin doesn’t have enough sebum, it loses water and feels dry. Dry skin affects the majority of people at some point in their lives; however, certain diseases and conditions can make it more likely, e.g. hypothyroidism or menopause. Skin feels dry to touch and has a dull surface with a scaly quality that can cause itching, a feeling of tightness, flaking, fine lines and a rough appearance.


Although dry skin is very common, particularly in the winter, Sarah can help prevent and soothe her dry skin by:

  • Drinking plenty of water
  • Using warm, instead of hot, water and reducing the length of her bath or shower
  • Avoiding unsuitable fragranced soaps
  • Using a humidifier in the winter. Low humidity is common in cool, windy conditions and desert environments, and can make the skin more dry
  • Moisturising the skin with an emollient liberally and often.

As Sarah has a varied skin type, she may benefit from using two products from the Aveeno range.

For daily use, Aveeno Daily Moisturising Body Lotion, targeted for normal to dry skin, will provide Sarah’s skin with up to 48 hours of moisturisation after 4 weeks of continuous use. You can reassure her that this product could suit her lifestyle due to its long-lasting protection, as well as being non-greasy, fast absorbing and suitable for sensitive skin.

For the winter seasons, or when she is in drier climates, she may need additional protection. Aveeno Skin Relief Moisturising Lotion is clinically proven to intensely hydrate the skin for 72 hours after 4 weeks of continuous use, and help heal very dry skin. It is formulated with a soothing triple oat complex (oat extract, oat flour and oat oil) and shea butter, to strengthen her skin’s natural barrier and help protect it against external aggressors. It’s suitable for her sensitive skin and will help to relieve her dry, tight skin while still absorbing quickly.

Intensely dry and itchy skin which may also be prone to eczema

GEORGE is 45 years old and runs his own landscaping business. His hands have always been dry and he reckons it is because they’ve been covered in water and soil for the majority of his adult life. Now, his whole body feels very dry and itchy. On further questioning, George confirms that he suffered from eczema as a child although he has not had eczema “for years”. He is looking for a moisturiser that he can use all over his body, but that does not feel greasy.


Atopic eczema is one of the most common forms of eczema. It causes the skin to become itchy, dry and cracked and can cause a rash. It usually starts in infancy and tends to settle in late childhood; however, it may still develop for the first time in adulthood. Although atopic eczema can affect any part of the body, it most often affects the hands, insides of the elbows and backs of the knees. Eczema can be genetic, however flare ups can be triggered by a number of things including environmental factors, allergens or stress.


Although there is no cure for eczema or any clear proven way to prevent it, there are many ways of controlling it and preventing flare ups. As George is often exposed to irritants, he is at higher risk of having a flare up. To avoid this he can:

  • Wear non-powdered, non-rubber gloves (e.g. vinyl) to protect his hands from irritants when working
  • Wash clothes with non-biological washing powder and use a double rinse cycle
  • Shower with a moisturising soap substitute and avoid fragranced shower gels and detergents
  • Keep cool. Overheating can make eczema itch more
  • Avoid scratching as it will irritate the skin further; instead, smooth a moisturiser over the area
  • Treat early when skin starts to feel dry or itchy; the more severe it becomes, the harder it is to control
  • Moisturise the skin often and smooth the emollient on in the direction of hair growth.

Note: If George’s skin starts to feel sore or its appearance gets worse, he may be experiencing an active eczema flare up. In this situation, he should speak to the pharmacist or his GP who may recommend stronger treatments to help manage this (e.g topical corticosteroids).


George could try Aveeno Dermexa Daily Emollient Cream, which is clinically proven to help prevent flare ups of intense skin dryness and is also suitable for people who may be prone to eczema. The non-greasy formulation combines a soothing triple oat complex and ceramides. It will provide immediate comfort by moisturising, soothing and protecting his very dry and itchy skin. This product will also help strengthen the skin barrier and improve his skin’s natural microbiome balance for healthy-looking, more resilient skin from day 1 of use. George can apply this all over his body as often as required as maintenance between eczema flare periods.

Rough and bumpy skin that can affect confidence

MICHELLE is an active 19-year-old woman who works as a model. She has recently noticed patches of small bumps on her arms and thighs. She confirms that they are not painful and that she has experienced this in the past during cold winter seasons, when her skin is more dry. She is concerned as the dry, rough and bumpy appearance of her skin is affecting her confidence at work. She is looking for a product that will hydrate her skin while also improving its tone and texture.


Rough and bumpy skin can often be caused when skin is dry. When the hair follicles on the skin surface get blocked, they can give the appearance of goose bumps that feel rough to touch. The bumps are usually skin-coloured and harmless, and tend to be more common in the winter due to the reduced moisture content in the air


You can reassure Michelle that rough and bumpy skin is is very common in young adults and often clears up by itself eventually. In the meantime, there are a few things she can do to improve the appearance of her skin which may help with her confidence:

  • Use mild, unperfumed soaps or soap substitutes
  • Have tepid rather than hot showers or baths
  • Do not scratch, pick or rub at the skin
  • Apply emollients (moisturisers) frequently
  • Use a gentle exfoliator.

As Michelle requires an emollient with gentle exfoliation, she could use Aveeno Skin Renewal Smoothing Cream, which is recommended to moisturise dry, rough and bumpy skin. The dermatologically-tested, fast absorbing formula gently exfoliates and resurfaces rough and bumpy skin. This will lead to softer, smoother and more even looking skin in just one week.


Its fragrance-free formulation is suitable for sensitive skin and its emollient base leaves it feeling hydrated and moisturised for 24 hours. This formula contains:


Nourishing oats: Helps to maintain the skin’s natural microbiome balance

Niacinamides: Known to help brighten skin and reduce discolouration

Naturally derived PHA: Gently exfoliates the skin to improve the appearance of rough and bumpy skin. A gentler option for sensitive skin compared to AHAs.


Module summary

  • Dry skin is very common and affects most people at some point. It’s important to make sure that skin is well hydrated and cared for with gentle products
  • All Aveeno products contain oats, which are known to help maintain the microbiome and hydrate the skin
  • Emollient based products can help hydrate the skin, reduce itching and improve its appearance.

Content developed by Kenvue working together with CIG Healthcare Partnership.
© 2024 CIG Healthcare Partnership

February 2024


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All online references last accessed January 2024