My five month old has started getting massive red blotches on his back and sides of his stomach after every bath. It's only happened the last two times we've bathed him (never had anything like it before and we've not changed products). E45 cream seems to calm it down and after a day or two it disappears almost completely. It looks horrible and seems to almost look like finger prints - as though you can see where we've held him up to bathe his back. Any advice or suggestions as to what it is or what may be causing it?