Cover-up, camouflage and avoidance: those are often the behaviour patterns of people with the inflammatory skin condition known as psoriasis.

It’s down to feeling self-conscious and perhaps embarrassed about the plaques and the shedding skin that characterise the condition. Strip off to get into a swimming pool? You must be joking. Wear a sleeveless dress? Not on your life. Bare all on the beach? Impossible.