Cold therapy will reduce inflammation and swelling. Cold therapy is also recommended for refreshing a tired complexion, softening wrinkles and pours, and diminishing Rosacea and redness. Ice therapy is one of the most common recommendations by doctors for injury prevention & recovery. Applying ice immediately after an injury or physical trauma (the sooner the better) constricts blood flow & slows bleeding/swelling. Ice therapy reduces pain & muscle spasm. You want to ice during the first 24 hours following an injury.