What are women looking for in facial skin care?

What attributes and aspects of a facial skin care system are important to most women?What are women looking for in facial skin care?
Something that doesn't dry my skin or give my skin a rash.Basically sensitive enough for my sensitive skin.I prefer NeutrogenaWhat are women looking for in facial skin care?
softening and prevention of wrinkles. I love the Mary Kay line!
self esteem , i use the olay/aveeno lines they work wonders for all skin types .

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