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A generalised allergic reaction to something can start from the ears, or this may be a localised allergic reaction to something that came into contact with the area. An eczema called Seborrheic Dermatitis can also start from the ear lobes - the skin is dry initially but then later can become scaly.
This might help:
Cortizone-10 cream + 1% Lotrimin cream: Mix in equal parts and apply twice a day on the affected areas. Cleanse the area with a soap free cleanser like Cetaphil cleansing lotion prior to application. Orally take Tablet Claritin 10 mg twice a day. If the symptoms are better in 5-7 days then continue the creams twice a day till the itching and redness clear and then once at night for 7 days followed by alternate nights for 7 days more. This slow taper is essential to prevent a recurrence.
All of the above are available over the counter without a prescription.
If the above line of management does not help in a week or so then you should have a doctor take a look at this in person.
Please feel free to ask if you have any queries. I will be happy to continue further and do everything I can to provide you with the service you seek.