Dry cheeks/rash

Kaylah

Little man has had these dry almost scaly cheeks for a couple weeks now. started as a red splotch smaller than a dime but now it takes over both his cheeks and getting onto his jaw line. We have been treating it like dry skin with religious lotion application but no help. It doesnt seem to bother him particularly but anyone have any ideas? and of course he doesnt hold still for photos.