False. Why in the world would a straight man want to lose his masculinity? Body lotion is for women. Us men don't use that stuff.
There's supposed to be a distinction between males and females. There are only two genders. Refusing to believe it is not going to change what the truth is. Men are supposed to fulfill the men's roles, and the ladies the female roles.
Even when (especially when, to be correct) it comes to hygiene. Stuff like makeup, body washes, bubble baths, body lotions, etc., are for women. Men use bar soap that is a manly brand. Men shower with bar soap. They shave the beard off their face. They should have short hair. And men are supposed to wear men's clothing.
Women are not supposed to wear/do things that pertains to a man, and a man is not to put on a woman's garment. I'll take it a step further: Men also should not use soaps meant for females, wear makeup, or wear body lotion. Those things pertains to the female gender. Men should not use them.