Horses for courses.
Some people's skin prefers lotions, some people's prefers balms. If your skin is dry(ish) then a balm may work better than a lotion.
I have what they call combination skin, ie - parts of my face get oily, other parts are almost dry. In the summer, when it's a bit more humid, I can use lotions, or 'splashes' as they are sometimes called. During the winter months, the lotions dry out my skin too much owing to the reduced heat and humidity, and I tend to use more balms in winter time.
So, manufacturers like Tabac often produce both, just to give people the choice.
Ian