. I have tried a lot of products, but this concentrated formula with a topical pain relief helps both the pain and itching I experience. It is a deep, deep itch and with my skin still being numb, I have to be very careful not to scratch. It is really strange having both numbness with pain and itching. Anyway, This Aveeno Anti-Itch Concentrated formula gives sweet relief. I make sure not to get any in my eye, but smooth it on my eye area, forehead and on my scalp. The worst itching I have ever had and I am very grateful to find this product for post-herpetic itching from shingles rash. Thanks Aveeno!