Cost to Use ratio, if it costs an arm and a leg but is something I think is only useful maybe once or twice, I might not consider it as something I would realistically use. However, if it gets a lot of use, even if it has a larger price tag, it's more likely I will appreciate it more. Also, how user friendly something is! if it's difficult to learn to use or takes lots of time and work to figure out, especially when something easier exists, then I'm probably going to take that into account.

Florence by Mills! What sets it apart is simply the fact that it has Milly Bobby Brown's branding on it, however I also think the simple but recognizable packaging makes it something that even I, who doesn't ever use it, can automatically know what it is.