The description, i.e., the combo of ingredients. In Europe, they´re not a brand easily found at a discounter, BTWI have limited experience with this house, but I definitely know that I was not at all impressed enough by the ones I've smelled to feel like I would ever want to buy any of them without having extensively sampled them first. They didn't seem like anything special. I DEFINITELY wouldn't pay full retail for them, either, as they're available at discounters.
If you haven't smelled them, then what is even drawing you to them in the first place?
