Mumbai, Oct 14 (IANS): Indian women are aware that regular moisturisation reduces skin damage and early ageing but they still do not do it consistently, says a survey conducted by Body lotion brand Vaseline.

The survey was conducted to understand the skin moisturisation rituals of women across the country.

The survey reveals that 31 percent of women do not use a body moisturiser at all, despite a majority 75 percent of them being aware of the fact that lack of moisture can lead to unhealthy skin, lacking in glow and lustre.

This ignorance about dryness leading to skin damage is highest in eastern India at 40 percent followed by the southern and western parts each at 25 percent, said a statement.

“Dry skin is a common problem among Indian women that results from inadequate hydration and moisture in the upper layers of the skin. It causes unwanted damage like dull and flaky looking skin, rough patches and bumps and in extreme cases, nicks, cuts and cracks," said Aparna Santhanam, skin expert at Hindustan Unilever.

“This causes the skin to appear lifeless and completely lacking in suppleness and glow."

Santhanam also feels that Indians have this notion of using moisturiser only in winters and she calls it a myth.

“We usually feel that we need to moisturise only during winter or when our skin visibly looks and feels rough and dry. This is not true. Moisturising is a continuous maintenance process for the skin. Keeping skin adequately hydrated on an everyday basis is one of the most important and easiest ways to add glow and health to the skin,” she said.

Despite the dry weather, 43 percent of women in the east and 32 percent of women in the north rarely feel the need to moisturise their skin daily. Thirty eight percent women in the north feel the need to moisturise their skin only in the winters.

Also, most of the people neglect to moisturise those parts of the body that need extra care and this needs to be taken care of.

“Women usually moisturise their face, a few moisturise their hands and legs more but, what they do not realise is that there are some parts in the body that need extra care. Areas like your elbows, knees and back need to be moisturised as much as the face, if not more. These are the parts that are most susceptible to dryness especially in the winters,” said Santhanam.