This makes them very easy to apply, as they will be quickly absorbed into the skin and will not leave your skin feeling greasy. For these reasons, lotions are perfect for daytime use. Lotions may feel cooling, however because of their high water content, lotions are typically not the best choice for very dry skin. Lotions should generally be applied every 3-4 hours if possible, or whenever your skin feels dry. For skin maintenance between flare-ups, lotions can be a good day-time choice. You should not rub lotion into the skin, but you should apply it gently in the direction of hair growth.