Dipping face in ice-cold water daily for 15 days is believed to reduce puffiness while temporarily tightening skin, said Dr Rinky Kapoor, consultant dermatologist. According to Kapoor, sudden shock can improve blood flow in skin. "It can benefit those with...psoriasis, eczema or rosacea," added Kapoor. However, she said regularly dipping face in ice water for over 5 minutes isn't advisable.