1. Don't be swayed by "claims ingredients" like exotic plants or rare aquatic organisms.
2. Beware of products that are marketed with an elaborate background story.
3. Check the ingredients list carefully. If an ingredient is further down the list, there is less of it in the product.
4. Look for products with the key "workhorse" ingredients, like glycerin and petrolatum.
5. Remember, when you buy a more expensive item you might be paying for the marketing, packaging and product development.
6. If a company offers scientific information on its product, check it out very carefully to make sure the claims look credible and watch out for "made up" words or terms.