Newborn dry skin

My 7 week old son has dry skin like everywhere. His feet, legs, belly, arms, hands & face just feels like sandpaper. I’ve been using Johnson’s Cotton Touch newborn lotion on him religiously but it doesn’t seem to be helping. I’ve applied it pretty heavily too multiple times a day (usually at every diaper change).

We use an Aveeno brand baby wash for eczema at bath time.

Any suggestions on a different baby lotion? Or something to help?

I mean it doesn’t seem to be bothering him but it does me.