The general class of products including deep heat, tiger balm, etc. We are talking liniments that give a sensation of warming, tingling or cooling at the site of musculoskeletal pain.
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@coolandnormal I cannot use most of these, because the same stuff they use for the heating effect results in rashes for days for me (or one time, coming up in actual welts).
But, from what I have heard (don't have a citation but it's a known thing) it mainly works by fooling the nerves - apparently, they can't report pain from two sources at once, so they report the pain from the irritant ingredient instead of the pain from the sore muscles.
Massaging them in probably does something too, but probably not more than any other massage balm or oil.