I don’t care for the cooling effect. The may be just a boomer thing, but I equate cooling with Aqua Velva, and there are only a few scents (e.g. Margaritas in the Arctic) where it is expected. Most of the time, though, I don’t see it as a benefit. Back in the old days Aqua Velva was marketed for its refreshing healing sensation. This implies that your shave is so bad that your skin burns badly when you apply an alcohol aftershave. I have always thought that burning relates to bad technique, or sensitive skin, but was not a “given”. I, therefore, have never seen the necessity to always use a menthol aftershave.