Beauty & Style | Tuesday 19 April, 2016 2:45 pm |

In a study commissioned by award winning skin care brand Aveeno through expert research and analysis company REACH, Aveeno surveyed women in KSA with children under the age of three to uncover key facts around skin conditions. Findings revealed that 65% of women in Saudi Arabia are currently suffering from skin conditions while over half of the children in the country also experience sensitive skin conditions on a regular basis.

The study revealed that the variety and frequency of these skin conditions can mainly be attributed to Saudi Arabia’s volatile climate. The extreme weather temperatures are a catalyst for skin conditions such as dry, itchy and irritated skin which remain a prominent challenge amongst women and children in the Kingdom.

Severity of conditions 

Almost half (45%) of the women surveyed admitted to having extremely dry skin, with 65% confirming that skin conditions were a reoccurring problem. Children were also found to be plagued by daily skin irritation. Diaper rash was revealed by 40% of mothers as the most common skin problem that their child suffers from, closely followed by redness and inflammation which was cited by 39% of mums. 

Interestingly, it was revealed that for a third of mothers and nearly a quarter of children, their skin conditions were aggravated during the winter months compared to the summer months, as the changing cooler temperatures negatively impacted their skin. 

Physical symptoms 

The key problem faced by women is the overwhelming need to itch, with 79% of cases suffering from irritating discomfort due to itchy skin conditions. For many mothers it was their child crying that was the biggest problem, with 80% citing this as a major concern. 

82% of young mums claimed that their child losing sleep is a recurring issue for them. The irregularity of a consistent bedtime routine was found to be taking its toll on mothers, as they confirmed that their little one’s lack of sleep then heavily impacted their schedule the following day. However, just under three quarters (74%) of 41-45 year old mums expressed that the toughest challenge for them to overcome is seeing their child suffering, as it made them miss the happier moments they shared together as a family. 

Emotional impact 

For many women the physical symptoms of skin conditions also resulted in deeper emotional concerns. 60% felt that they were not able to be their best self when suffering from skin ailments, and shockingly all of the participants surveyed admitted that they felt an impact on their quality of life due to the presence of their own skin complaint or their child’s. 

Treatment 

When it came to treating their children, skin care consultants and medical professionals topped the list as the go-to experts, with 76% of mums taking their child to visit a pediatrician at the first sign of symptoms. Pharmacists were also regarded as a highly trusted source by more than a third of women for their own treatment.

Nearly 20% of mothers in KSA admitted to using the internet in order to search for a remedy for their child, and over half (56%) confirmed that they would discuss their own skin related problems on social networking platforms such as Facebook and Twitter.

AVEENO™ believes that nature has the power to nourish, soothe, and even transform by using ACTIVE NATURALS™ ingredients. A core priority for the skincare company is to advance the knowledge and understanding of the role and benefits of naturally active ingredients in skincare by working closely with dermatologists, skincare professionals, and medical practitioners. 

The full AVEENO™ Active Naturals™ collection is now available in selected pharmacies across GCC and includes:

• The Daily range for normal to dry skin  
• The Skin Relief range for extra dry itchy skin
• The Dermexa specialised range for dry itchy, irritated skin 
• AVEENO™ Baby™ for babies with sensitive skin 

In KSA, AVEENO™ is available in all large pharmacies including Al Nahdi, Al Dawaa, Bayt Al Seha, Al Wasfa and Whites.