Going to resurect a slightly old thread - I love tangent topics while I look for OWB holster for the CW45 I reply to a Tiger Balm post.
In a past life I had a martial arts instructor SWEAR by TB also and I started using it, he was ADAMANT that you ALWAYS apply TB by wiping AWAY from your heart - like REALLY SERIOUSLY DEMANDED you ALWAYS pushed the balm away from your heart.

Say your hands hurt start at the wrist and apply toward the fingers (closest to furthest from the heart) NEVER fingers to wrist (applying toward the heart)
To this day when I use TB I do as he said - Your mileage may vary... now back to the CW45 OWB hunt.