If the lotion helps, it could be eczema...which is a broad term for a skin
irritation, like psoriasis. My children have eczema and when lotion
wont take it away and it becomes reddened, I have to use a hydrocortisone cream. They have many brands over-the-counter, like Cortaid, that might help. Just don't use them for an extended period of time. Once the redness goes away, use an uncented lotion, like Curel intensive therapy for extra dry skin, after every shower.