First, put the product into your hands and rub them together, this will spread the products evenly and generate a little heat which will make application easier. Open your palms and allow some of the alcohol to evaporate. This will prevent excessive burning as well stopping your skin drying out. Gently apply the aftershave to your face, moving in a downward motion from your cheekbones to your jawline and down to the neck – ensuring to rub in thoroughly all around. If you’re still feeling a little dry/irritable, apply another layer using slightly less product than before.