I use a moist brush and add water as I need it. There is a happy medium when hitting the soap. During the winter I really dig a warm brush soaked in hot water but during the summer I am strictly cold water and some menthol products. In Korea, one time (only) I made the mistake of using a menthol A/S and then had to ride my bicycle to work and it was 20 deg out. Yea, suck that did.
Like splashing on a little Osage Rub and sticking your face in the freezer, nice!