Lips chap because they need more moisture, and because the moisture they do have isn’t being sealed in. On especially cold days even though there’s snow on the ground the air itself is often quite dry, which literally sucks the moisture out of your lips and other exposed skin. Lotion for hands, and lip balm for lips, helps both add moisture and trap it in against the cold, dry air.
Lips get chapped easily in snow because of the dry air and cold wind. Licking your lips because of the dryness makes it worse, too.
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