Piercings naturally tend to be a bit painful because it involves sticking a pointed object into the bare skin. Topical creams like Emla that contain lidocaine, or similar numbing ingredients, is sometimes applied to the area to soften the sting.
Piercings are popular, but sticking sharp objects into a sensitive part of the body is going to involve pain. Applying a safe and effective numbing cream to the skin before the piercing procedure allows the person being pierced to get through it more comfortably.
Ear piercing is common, even for young children. Numbing creams are often used to soften the stinging pain that accompanies sticking a sharp earring post through the earlobe.