Everyone is different.  Apply generously. The discomfort is usually gone within moments. Reapply when the pain comes back and reapply as necessary. At first you may need to apply more frequently. Our experience is every 15 minutes for a burn, less often for muscular aches and pains. With muscular, spasms etc. follow the muscle and apply generously the first few times. In a couple of days you should feel substantially better.