Why did my skin react to this acne scrub?

i used this acne scrub called -clearasil clear and refine scrub- but after i used it a few times, my face had a major reaction to it, it dried out and really hurt and then my dry cracked skin left marks, why did that happen??? i used the scrub as many times a day as the bottle told me to so it cant of been because i used it too many times so why???