CBD topicals are different from lotions, creams, and ointments in the regard that they should be applied to a specific area of the skin.
CBD topicals are more likely to be used to help the surface layer of skin, hence, topical.
A CBD cream, lotion, or ointment may exert its effects throughout the body by penetrating deeper parts of the skin.
The application of CBD topicals may be different than a CBD cream, lotion, or ointment. For instance, a CBD topical may be applied similarly to how you apply deodorant, with a swipe or two over the specified area.