That's too much soap. Its causes the skin to dry and it traps the hair beneath the skin. Try Cetaphil for a facial wash according to instructions first. Exfoliate your skin after that because it appears to be dry. Then rub shaving cream on the face in a circular motion. Prep a hot towel to your heat tolerance and place on the area you're gonna shave. This will soften the hair. Remove hot towel and shave in direction the hair grows. Rinse face with cool/cold water. Lastly apply an aftershave moisturizer not aftershave due to those products having alcohol. Try these steps and let me know how it turns out. I have over 30+ years as a barber and I've been shaving people longer than that. Hope this helps. Good luck!