I mainly use it post shave. The menthol does give you an eyewatering blast. It also reduces any redness for me quite a lot.
It has a strange consitency, almost solid in the jar but goes on really well. You have to use it sparingly though as you can end up looking like a Goth if you put too much on!
I'm not a great morning person so it does give me a great wake up boost on those difficult or hungover days!
I use it as a pre-shave just after getting out of the shower and letting it work whilst I lather up in a bowl - definitely get better shaves than when I don't use it!
I also use it after shaving 'cus I like the smell and it calms down any irritation - just don't put too much on as it leaves white deposits all over your face :lol: