very since I turned 35, winters make my skin extremely dry. It's bad because my skin gets dry and I get this crustiness that I can't even hide with makeup (in fact, makeup makes it look worse). I tried this brand because my cousin swears by it. When I opened it, it had a lot of extra "juice" so after I put on the mask, I put all the extra juice on top of the mask and laid there for a good 20 minutes. Of course my skin was nice and moist when I was done with it, but the real surprise was the following day - my skin was in great condition and still pretty moist! Love this brand!!!