General search term.
Might be referring to: its soothing formula is made with natural colloidal oatmeal, a long recognized ingredient that relieves itching naturally, to help soothe irritation due to poison ivy/oak/sumac, rashes, insect bites, eczema, insect bites, hives, sunburn, prickly heat and chicken pox..
This is a seasonal trend that repeats every May.
This trend is forecasted to be growing in the next 2 years.