I only applied it in the very beginning when I used it as such. Edit: It certainly wouldn't hurt your shave to apply it before each re-lathering / subsequent pass.
Be aware that it makes a fantastic after shave balm (ASB) as well, and until very recently, was labelled as Pre-Post Shave.
I use it only before the first pass. I never thought about using it for the second or third pass, maybe I will try it. I don't use it as an after shave, it tends to stay on the surface of my face and would bother me.
Only before the first pass. But I only ever use use it if I'm not shaving right after a hot shower. Good stuff, love the green but can't get past the white scent. Both preform very well though! Wish they had a blue version!
Mostly I build my cream based lathers in a shave bowl or scuttle so the product goes into the bowl then the lather is made and applied
When I face lather using a cream I will put the product in a number of locations and build the later on my face. One application, if done properly, will generate enough lather for 5 passes
I would assume marketing - They have a line of dedicated post shave products. I don't think the formulation changed (other than removing parabens) enough to void it of ASB properties, and it's all I use at the moment for post shave moisturising!