Rubbing the skin too much can cause to become dry. Patting the skin dry is the best way to go about it, and ideally it should only pat until it is moist, and then apply moisturizer. Surprisingly moisturizer works best when the skin is moist, if the skin is completely dry. So the next time you bathe, after Pat the skin moist and apply moisturizing!
Avoid hard Products
Many people make the mistake of washing with soap and shower gel harsh. You may not realize that your shower gel or soap is hard, but if you look on the list of ingredients, you should see that it contains alcohol, and that has an extremely damaging effect on dry skin.
Overall you need to take care of Winters Itch the same as you would with any dry skin condition. Keep your skin well hydrated, Pat the skin dry, and try to get a humidifier. If the condition is not really clear up should consult your doctor. They will be able to provide proper diagnosis and tell you what treatments should be used. Winters Itch is treatable and should disappear with time.