I have suffered from dry itchy skin and occasional eczema around my ankles and lower legs for about 5 years. The doctor prescribed Dermol (an antibacterial soap-free washing lotion), Balneum (a cream containing urea), and for bad flare-ups, Mometasone (a steroid ointment). These barely kept it at bay, and I was using a lot of Balneum which was staining my clothes, bed sheets, etc. (These are UK names).
At one point about 2 years ago it got so bad, severe itching, bleeding, etc, I called the doctor's office for an appointment. He was on vacation and I was seen by a different doctor who suggested I try a product called Aveeno, an oatmeal based cream made by Johnson & Johnson. I was a bit skeptical but I had nothing to lose. The results were amazing! I would say my skin improved after around 2 days and kept on getting better as I used it twice a day. Instead of my whole leg from the knee down being angry red, there is a little patch at the back of my calf and that is itch free most of the time. Now I am down to once a day and the steroid ointment hasn't been out of the cabinet for 6 months. Quite a few people with dry or flaky skin that I told about it have had good improvements, notably my boss's elderly father. You can buy Aveeno without prescription, and my wife steals quite a lot of mine because she likes it so much.
Can you see this picture? This is what I use, there is a whole range of products under the Aveeno name.
Having read the above it sounds like I work for Johnson & Johnson. I promise I don't!