When customers come in to the store and say their skin feels dry, they are desperate for a new moisturizer and are generally looking for a new cream. But can a cream really solve the problem? Maybe, but more likely than not, hyaluronic acid is the solution. So what is hyaluronic acid...and do you need it?Our skin cells naturally produce hyaluronic acid. The substance works to draw moisture to the skin, helping your cells retain as much of it as possible so that your skin feels and appears hydrated, plump, and healthy.“HA (hyaluronic acid) is critical in maintaining skin hydration,” according to Dr. Maryam Zamani, an aesthetic doctor, “although it can be degraded by free radical mechanisms caused by things like UV exposure. Topically applied, it helps to hydrate the skin and maintain this hydration as a humectant.”How powerful is it? One gram of hyaluronic acid can hold up to six liters of water.So, who should be using it? The answer is simple…everyone. In our twenties, our bodies’ production of hyaluronic acid begins to slow and in our forties our production rate dives to even greater lows. The loss of moisture in our cells causes our skin to crepe and show its age. Plumping the skin with hyaluronic acid is a significant step in maintaining a youthful complexion.Skinceuticals Hydrating B5 gel and Dr. Dennis Gross’ Hyaluronic Marine Hydration Booster are like huge glasses of water for the skin. They keep the skin hydrated and plump so that your other skincare products can work more efficiently.Skinceuticals has added an even heavier hitter with the introduction of its H.A. Intensifier. This product is not only chock full of hyaluronic acid, but it has the additional ingredient Pro-Xylane. Pro-Xylane is a sugar-protein known to stimulate the production of molecules that defend the skin against water loss. So, in addition to adding moisture to the skin, this product keeps your skin from losing the moisture in the first place.Layered under your moisturizing cream or oil, this serum will improve the tone and texture of your skin. When the heaters go on and the humidity is sucked from the air, you’ll be happy you have this in your arsenal.