Head to Toe Support for Sensitive Skin – Powered by Oats

Easily irritated, unpredictable skin? You're not the only one. Recent studies show that more of us are dealing with sensitive skin than ever before, with over 60% of people reporting some form of dryness, irritation or reactivity^[1]. If Google searches are anything to go by – there’s been a noticeable uptick in people searching for sensitive skin information. Whether it’s a sign of rising skin reactivity or simply more awareness, one thing’s clear: sensitive skin is having a moment.

With more people turning to barrier-supporting ingredients to soothe irritated skin, could oats be the calming hero we’ve been missing?

We’ve got childhood memories of oatmeal baths to soothe itchy skin and steaming bowls of porridge on cold mornings. Long before oats were trending, Aveeno was researching and harnessing their power. Here’s how their products deliver gentle support from top to toe.

While sensitive skin affects a growing number of people, oat-based skincare isn’t just for those with reactivity. It’s a wise choice for anyone looking to hydrate, nourish and support their skin’s moisture barrier – especially during winter, when dryness, tightness and dullness tend to creep in. Oats have been used in skincare for centuries (think, Ancient Egyptian times!), and modern research supports its ability to soothe and protect dry, sensitive skin^[2].

Almost everyone at some stage in their life has experienced some form of skin sensitivity for any number of reasons. A product that suddenly stings. A rash that appears out of nowhere. A persistent feeling of dryness or irritation you just can’t pin down. Was it the weather? An ingredient? Am I too stressed? The experts at Aveeno say triggers can include pollution, stress, hormonal fluctuations, temperature changes, diet, cosmetics and more^[3].

While some people can be born with sensitive skin, others may experience temporary reactivity triggered by lifestyle, products, or environment^[4] – a concept often described in the skincare industry and online as sensitised skin. It’s also important to note: if you’re experiencing or suspect you might have eczema, rosacea, dermatitis or any other concerns with your skin, you should chat to your doctor or dermatologist.

The formula includes prebiotic oat to support your skin and calming feverfew, known for its antioxidant properties. In fact, studies show 92% of users agreed their skin felt instantly soothed^†. Add it to your daily routine for gentle hydration that won’t overwhelm sensitive skin.

If your complexion is in strife, you do something about it. Think – cleansing, toning, moisturising, masks, facials – the works. But because our scalp can’t be seen, we can tend to take the ‘out of sight, out of mind’ approach.

With over 75 years of skin science behind it – Aveeno continues to combine the best of nature with dermatological research. Developed alongside dermatologists and designed with sensitive skin in mind, each product is grounded in science and backed by decades of clinical insight to create gentle, effective skincare for the whole family. Shop in-store and online at Chemist Warehouse today.

^1. J Clin Aesthet Dermatol. The clinical relevance of maintaining the functional integrity of the stratum corneum.

^2. Aveeno. 7 reasons oats are nature’s best kept secret for dry, itchy skin.

^3. Aveeno. Sensitive Skin.

^4. Cleveland Clinic. Sensitive Skin.

^5. Cleveland Clinic. Dry Scalp.

* Based on clinical study after 4 weeks of continuous use of Aveeno Skin Relief Moisturising Lotion.§ Based on a consumer study with self-perceived sensitive skin.† Home use test, 100 participants, 2019.‡ Tested on adult skin. Based on a bilateral, controlled clinical trial to evaluate scalp moisturisation and scalp pruritus for dry scalp and sensitive scalp.

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^{Sponsored content in partnership with Aveeno®.}