Lanolin can be use in many different things, but I think soap is the number one product, probably because of its moisturizing effects.
My husband is actually looking for a shaving soap or shaving cream with lanolin. He has sensitive skin and his current shaving cream gives him very dry skin.
So far he's found several shaving creams that contain it. Interestingly, they're mostly European products. I guess lanolin products are not as popular here in the US.