Pictures don't really show it very well, but posting on the off chance someone has an idea!

DS has this weird face rash, a couple of days ago it just looked like a couple bumps / scratches and I chalked it up to him hitting himself in the face with a pinwheel he was playing with. Now a few days later it its really red and parts of it are rough and flaky. I've been putting Vanicream on it but he screams and says it hurts / it hasn't been helping at all. (Usually when I put Vanicream on something its like a miracle worker and fixes it in one night!) We have to sunscreen before daycare and I feel AWFUL putting sunscreen on it because I know it stings.

Any ideas of what this is / what else I should be putting on it to get to calm down and go away?