Atopic eczema is the most common type of eczema. It can come and go, and sometimes customers will experience periods of flare-ups, where the condition worsens. The frequency and severity of these varies. Eczema can improve with age, but people will need support with how to manage the condition effectively.

Having dry skin or eczema can have a significant impact on a person's quality of life as well as their psychosocial wellbeing. Children may be affected by bullying, poor sleep quality, low self-esteem and absence from school, and adults can be equally as affected.

Being able to empathise with customers and reassure them about regular use of emollients, as well as recommending the most suitable specifically developed product for their needs, is how pharmacy team members can help.

There are a range of complications that pharmacy staff need to be aware of and that need to be referred to the pharmacist. These include bacterial infection (signs of oozing/crusting), viral or fungal infections, and when the diagnosis is unclear.

As there is no cure for eczema, it has to be managed using the following strategies:

• Using emollients frequently and liberally, as recommended by clinical guidelines. They should be used at all times, including when the eczema is under control, to maintain the skin's barrier function
• Avoiding triggers (see panel below)
• Minimising scratching. This can be difficult as scratching gives a sense of relief. However, it can also result in damage to the top layer of the skin, leading to further water loss and dryness
• Applying topical corticosteroids during flare-ups (or on a regular basis if recommended by a specialist or GP), and for 48 hours after the flare-up has been controlled.

If a customer needs further support, their GP may recommend options such as the use of stronger products that are available on prescription, wet wrap therapy or antihistamines.