According to Bloomberg Business Week:
“Fifty percent of guys don’t like shaving because of irritation,” says Rob Candelino, Unilever’s vice president for marketing. For this group, the company launched more basic Dove Men+Care face-moisturizing and shaving products last March, with prices under $8. It sold well, so executives decided to upgrade the concept.
Based on Amazon reviews, the Dove products have been extremely well received. For example, the Dove Men + Care Body and Face Bar has, at the time of writing, an amazing (for a bar of soap!) 373 customer reviews, the great majority of them rating it four or five stars.
Here is one typical review:
I had developed some dry skin on my legs, and thought I should try a soap like Dove. I never liked the feminine angle to the product which has been sold for years as a face soap for the ladies. I saw the Dove Men’s product at the supermarket, liked the smell, and decided to order in on Amazon (where I do most of my shopping for non-perishable groceries). After a week of using it, my legs are much improved, and I’m using it everywhere else as well. I like the scent, how foamy it gets, and how clean I feel after using it. Overall an excellent product that really is for men.