After buying the No No Itchy Gel, I tried it out on an itchy skin area. At first it had a cooling effect, but did not immediately stop the itchy. After resisting the urge to touch or scratch the skin for about 15 minutes, the itch began to ease. Subsequently, the gel worked quite consistently on itchy skin with or without red coloration. It is a nice complement to the All Purpose Cream or other moisturisers.