Mods please move if not in the right area?

DH has this red area around his nappy area. when it is not red his skin appears very very dry

Imagin this....................its like when you cover your skin with PVA glue then wait for it to dry, it appears tight on the skin and flaky

Im applying moogoo MSM cream and he will usually bath with QV bath oil and moogoo milk soap,

I havent changed the washing powder at all and the rest of his body appears fine, just around this nappy area (front and mainly tops of leg creases, bottom OK)

? any suggestions on what we could use?Im trying as much no nappy time as possible and will start using welida cream that i have too