On the face you always go in the direction of growth, can you imagine doing eyebrows going against?! MESSY!!!
I haven't used Lycon strip on the face, purely because it can cause the skin on the lip to thicken over time and it gets a darkened look to it. I find hot wax so much gentler and everyone I've ever waxed with my hot wax who has had any kind of strip waxing on the face previously has commented how much less painful it is, how effective the results are and how little redness there is afterwards.
I also like to use a metal spatula with my strip wax and wouldn't use this on the face.
HtH