Ditch the e45.
Try sudocream.
There are heaps of "all natural" type creams available, often on the internet, that contain little more than stuff like: olive oil, beeswax (be mindful of allergy potential), almond oil, vitamin e. See if you find one you like the look of and try that.
Clothes made of wool can trigger it, I know it's winter for you guys so be mindful of what he's wearing and go for cotton and natural things except wool.
Try using aqueous cream instead of soap for his baths, if you use any soap.
Cutting out dairy and/or citrus fruits might help too.
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