The image of a “protective” father “draws parallels with Oilatum, which protects a child’s eczema-prone skin from day one”, GSK claimed.

The picture – published in January as part of a wider advertising campaign – will help to inform patients “that Oilatum is gentle enough to use from the very first touch”, the manufacturer added.

As part of the marketing campaign, GSK has also partnered with Amazon and NetDoctor to produce branded articles, videos and social media “focusing on first-time mums”.

The Oilatum Junior range includes a cream and a bath additive, which both contain light liquid paraffin and can treat contact dermatitis, atopic eczema, senile pruritus, ichthyosis and related dry skin conditions, the manufacturer said.

GSK skin health senior brand manager James Sharman said: “At the earliest stages of childhood, skin-to-skin contact is vital for the health and wellbeing of a new-born baby. We hope to bring parent and baby closer than ever with our new visual campaign.”

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One 150g tube of Oilatum Junior Cream retails at £5.49 and one 150ml bottle of Oilatum Junior Bath Additive costs £5.09.

To order, contact 0800 783 8881