This is one of those "gender neutral" products like lubricant or massage oil. It can be used for either gender because of it. It looks like it's intended for back massages and massages of non-genital areas. Because it's not intended for genital use (and probably contains sugars or the warming ingredients may irritate), I'd avoid using this as a sexual lubricant. You could probably get away with using it on the penis if you had no plans for intercourse though; men aren't nearly as sensitive to sugar ingredients and such.
But to answer your question, it's for both. It could actually be purchased with a massage stone (like the Contour M
) for a fun massaging experience.
Let me know if I can help you further.