Some absolutely swear by the cult Creme de la Mer. Others may be inclined towards Sisley's Ecological Compound or perhaps Shiseido.
What is your skin type?
this is true, the best way is to get a bunch of samples (either by contacting the companies directly or going to sephora/nordstroms/etc. and talking to the reps and acting totally clueless about mens skin care. they'll shower you with some samples (or you can just ask- since its a considerable jump in price from drugstore stuff... though if you calculate it out per oz. its not that much more or sometimes even cheaper).
cetaphil is a good drugstore brand. lots of dermatologists recommend it- their face wash is pretty gentle too.
Cleanser....... T pur- biotherm
exfoliator......for face just use a twice weekly mask or something...and for body use a salt scrub from origins