A dermotologist told me Alpha Hydroxys in AM, Retinol at night. She recommended Neutrogena as they have some of the fewest extra ingredients.
This was a couple of years ago...I have seen good reports about Avon Anew & ROC but have not tried them myself.
I will say that having used the Neutrogena products the last few years, most who don't know me think I am in my 30s (I am almost 45). Where I notice it is the backs of my hands...after I put the lotion on my face, I rub the rest on my hands. My hands have virtually NO sunspots compared to my forearms. I was not a sun goddess when I was younger, but we joined a club a few years ago so I have spent much more time in sun the last few years (LOTS of sunscreen).
I figure that shows those products work!
Do NOT be pulled in by high priced products--they have not been proven to work any better--you are typically paying for packaging & marketing. Stick to the under $50 price point (actually $25 probably covers most...my Neutrogena runs less than $15/tube, but I catch it on sale)