I really wonder what makes you think that. This is simply not true. Clarins is not cheap at all (many brands are cheaper than it) and highly respected as a cosmetics and facial products brand, including in Asia where most airport duty free shops stock a lot of it, suggesting that people use it (although many Asian countries have a taste for "whitening" ranges and Clarins thankfully does not do it as far as I know).

Personally, in a kit, I'd like:

- face cream/moisturiser, and ideally eye gel
- lip balm
- toothbrush and toothpaste
- deodorant (something most airlines do not include for some reason)
- pen
- eye mask
- comb/brush
- slippers (which most Asian customers also favour over socks)

I personally do not really care for ear plug but I know many people use them, and I don't really mind about socks either as the airline ones are useless and I use actual flying socks (ie with compression) when I fly.

At the risk of sounding ridiculous, I also like the actual bag to be nice and good quality enough to be used as a pouch afterwards (ie not like BA's!)