This product is described as a lanolin soap for gentle cleansing of the hands and body, not as a facial soap. Facial skin is generally more sensitive than the skin on the hands or body, and a soap that works well on the body can still feel drying or irritating on the face.
If you want to use it on your face anyway, the safest approach is to patch test it first on a small area, such as the inside of your jaw, and wait a day or two to see if any redness or irritation appears. Even if the patch test is fine, keep the soap away from the eye area. The product notes specifically say to avoid use on the eye area. Do not use it on broken, sunburned, or severely irritated skin.
For facial cleansing, a dedicated facial cleanser is usually a better choice, but if your skin tolerates simple soap and you prefer a bar, this lanolin soap can be an option. The lanolin and glycerin in the formula help reduce the tight feeling that some soap bars leave behind. If you have a chronic skin condition or are under dermatological care, ask a specialist before using this product on your face.