I have read something which says shaving rash is caused by sort of ingrowing hairs or at least hairs which are pushing their way through the skin. Is there a way to combat shaving rash (other than not shaving).
Do everything that WM suggested,but I apply baby lotion after the hot flannels, then apply the shaving cream. You could also try using one of new 5 blade vibrating razors, it's given me the best shaves ever.
Definitely keep area exfoliated -- it will help the new hairs push in more smoothly. Also, there is a product called Tend Skin. I don't know if you can purchase it in the UK, it is made specifically for treating and preventing ingrown hairs while shaving.