You shouldn't massage soap into your skin unless you're advised to do so by your physician for a specific reason. Also, don't use medicated soaps unless advised to do so. Water washing your face a few times daily is very often much better than cream cleaning. Remember that frequent bathing, especially in the wintertime, can cause the skin to become dry, red, and irritated. These adverse effects actually are really the result of the soaps used while bathing and not from the water itself.
Some people really like to bathe every day.
In our office we have what we call a selective bathing pattern for those individuals who like to bathe all the time. They feel better that way. Rather than bathe all areas of the body with soap, which do have more secretion than normal - the face, the hands, the feet, the private areas of the body. These can be bathed with soap pretty much every day. The other areas can be just washed off with water.