Great questions, John.
I heard once from a friend who had some insights from the cosmetics industry that (at least for some brands) mens and womens lines are same, e.g. the example given to me back then was Clinique (and more specifically their "M lotion" and "Moisturizing lotion" for men and women respectively). Same applies for cleansing (tonic) lotion, face scrub, etc.
To be honest, I do not know the mechanics behind all these, and I am not an expert regarding ingredients, etc. Getting more familiar with the latter would be highly beneficial, I believe (see our Henk here for example, how comfortable he is in knowing the pros and cons of each product when he goes through the ingredients list).
However I do not believe that you need anything more than common sense in using some descent stuff and getting real benefit from it. From my experience so far as a consumer, from what I have read, and having tried a variety of products for face and body, I would summarize as follows what I think is good to be guided by:
1. No cosmetics products will make your face 'better'. There is no magic. There can be some form of 'therapy' or 'assistance' to the skin itself in replenishing through time, through the use of good products. But this should come as a part of an overall strategy in taking care of your skin on a continuous basis.
2. Drink plenty of water. This is a very basic rule. Human body and skin needs that stuff desperately. There is no substitute to that. You may be using ten moisturizing creams every day and night, but if you do not drink water and just consume immense quantities of alcohol, coffee and soft drinks you're simply not helping your skin in any way.
3. Sleep well, sleep enough, sleep early. another very basic rule. Naturally not all people need or like to sleep early or for long hours, but if you like and can do this, it is highly beneficial.
4. Exercise and eat properly, avoid stress. All these help your body and skin. Whenever I eat chocolate on a daily basis for weeks, then my stomach area gets covered by small spots, almost invisible; they are nothing special, but show that my body is full of toxins. When I fast, they disappear.
5. Keep it simple, as Ian said. You do not need much.
(a) A good face wash or soap for face. Soaps that are for body can make your face skin too dry after you wash. Perhaps Henk could advise here more.
(b) A good, with moisturizing abilities, shaving cream or shaving soap.
(c) A nice after shave and after shave balm - but preferably use one each time. A good moisturizing cream can (in my humble opinion) be used instead of the ASB - any cream will do, there are no 'male' or 'female' moisturizers. After the shave your face needs protection, the cream is a must, do not leave your skin dry.
(d) Before going to bed at night it is also beneficial (if time is available) to wash face and put a good moisturizer as well. That way your skin can stay hydrated and recover for the next day. Tonic lotions help, you use them after the face wash and before applying the moisturizer - but they are not mandatory. If you are out in the field or walking around the city for some part of the day, wash your face when you come back home, then take a cotton pad, put some tonic lotion over it, pass this over your clean and dry face and neck - you'll see that the cotton pad turns brown. This is the effect of dust, pollution and atmosphere dirt to our skin.
(e) Now, all that mambo jumbo about 'night cremes' and 'serums' (that is $300+ moisturizer concentrates) is, frankly, marketing gimmicks. Yes, they are very good (some of them) but they can perhaps help 3-5% more your skin to restore itself. If you sleep well and drink plenty of water, any good cream will be fine to hydrate and protect. Note that I said 'good' cream - not any cream.
6. I believe all this "energising", "revitalisting", "awakening", "toning", "refreshing", "re-awakening", etc. are indeed marketing BS. A simple and good cream with a proven formula is all a company needs to provide us with. But there is competition around, and they have to survive, so they invent ways to make us buy new stuff.
7. The face scrub is good, but not mandatory. After some time your skin develops (e.g. in the nose) some black spots, very small ones. I do not know exactly what they are and have no time now to do a search, but if I understand correctly they are dead skin cells that can clog the pores. It's not a big deal, but if you remove them regularly (e.g. say every 6 months or year) by having a face treatment at a professional studio, then you (i) feel much better, refreshed and relaxed, and (ii) your skin is toned, refreshed and more healthy. For people that do pay attention to their health and overall well being, this is important. It may not be much or frequent, but it helps to relax and assist the skin replenish itself every once in a while. Everything has its purpose. The face or body scrubs follow in the same logic, allowing you to do that treatment once or twice a week.
8. I do not really think we really need separate hand, face, body moisturizers. Perhaps they have made them different due to the fact that the form in which you apply them has to be different, i.e. less or more fluidity, depending on face, body or hands application. Personally I do not use a general moisturizer for everything.
9. Last point, and to this many may disagree. I do not like supermaket-shelf products, I believe they are not so healthy. You can find much better stuff if you search 'outside the box'. You usually get what you pay for. Good cremes cost, and they are worth it. I admit, though I was positively surprised lately by two things: (a) Hearing our Henk here in TSR mentioning that the Nivea Sensitive ASB has overall a good mix of ingredients, and (b) buying and using cheap, supermarket-available (sometimes) products like Palmolive shave cream and Old Spice AS that proved to be very very good (as everyone knows). So there are indeed cheap and very good products.
I've rambled quite a bit, I guess, but hope it was not boring. Needless to say I stand to be corrected for any points that I have not substantiated sufficiently.
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