Sounds a bit of a gimmick to me.
It might make the user FEEL cooler, but cant actually reduce the body temperature significantly.
A slight and intermittent cooling of a very small area of the skin simply can not remove significant heat, nor indeed add significant heat.
In extreme cases this might possibly even be dangerous, if the body is dangerously hot due to illness, extreme exertion, or very high ambient temperatures, then real cooling is needed to reduce the body temperature. Use of this device MIGHT make the victim FEEL cooler when in fact they are dangerously hot and still at serious risk.