It's a marketing thing, if you make your customers think that you're selling a completely different category of product they'll eat it up. People will see through anything you try to say about your brand of soap, but when it comes to "cleansing body wash" they can't immediately claim knowledge, and they will be at least temporarily open to whatever you tell them. Here the product is his mediocre restatement of things mostly everybody already knew already.
Full disclosure: I am not a marketing major, so this may be mostly made-up.
Full disclosure: I am not a marketing major, so this may be mostly made-up.