One of the reasons they make that claim is because creams/lotions are made with oils and waters, two of the main ingredients in soap.
Okay, I'm not trying to start anything, nor resurrect the discussion about soap claims -- but what exactly are you saying here, Ev? It sounds like you feel soap can have skin moisturizing effects (rather than simply not stripping skin oils), so I just wanted to get some clarification regarding your reply. Peace & Love!!