I was under the impression that it's completely normal and that it's best to just leave it alone, as messing with it runs the risk of irritating it further. Both my kids got it at about 3 weeks and cleared up around 6 weeks.
ETA - I don't think that breastmilk will hurt, but creams, lotions, etc. should be used sparingly.
Last edited by sisu; 01-21-2013 at 05:35 PM.