also very important...cause I admit to the same problem...I've had it since I was young, and the only way I've dealt with it is by exfoliating(my favorite is just mixing sugar and honey) and then intensly moisterizing...as in every day twice a day. If you have sensitive skin(which that's usually a sign of it) make sure not to use anything that's scented-it's a major irritant. I normally stick to Eucirin for extrememly dry skin and their oatmeal intense moisture lotion. And it goes away. Once I start getting lazy with my routine, it comes back again.