The best way to cure the problem is to stop using the cotton buds. The problem is that he is removing the protective layer of wax in the ear, working directly against the ear's natural cleaning process and then leaving the ear canal exposed. Furthermore he scratches so hard that it makes the ear bleed and then the ear is even more exposed, damaged and sensitive to bacteria.
He should immediately stop the use of any cotton buds in his ear and just allow the ear to recover. If he still finds that the itch continues, then he should see a doctor and get the appropriate treatment for the itch.
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