Zinc oxide is commonly used as the primary active ingredient; some products instead use petrolatum as the main skin protectant.

Examples of zinc oxide concentrations shown include 40%, 25% (microfine), and 12.8% (non-nano).

They come in several formats, including ointments, creams, thick pastes and a spray format.

Some multipurpose ointments are described for soothing dry, chapped, or cracked skin, treating drool rash, and for general moisturizing of hands, cuticles, heels, or lips.

Reviewers frequently describe ointments as thick or concentrated yet spreadable, often noting a non-greasy or less-greasy feel and that a little goes a long way.

Listings commonly advise cleaning the area and applying a thick or liberal layer; some recommend applying with every diaper change for prevention and using liberally at bedtime or as needed.