I'll be honest, I don't think this product is really DOING very much. I've been using it for about 6 months and I do enjoy putting it on, but I don't think I'd buy it again.
That being said, I think the price and lack of "results" puts this product in a cologne category. As a cologne, the smell doesn't stick around for very long, and for the time it is around, its STRONG. it literally smells like liquid wood.
I WANT a product like this. If they could lower the price or make it less STRONGLY wood scented and make the scent last longer or make it have more of a beard softening effect i would buy it either as a cologne or as as beard softener.. but right now its just kind of a novelty...