They say "Don't judge a book by its cover," and a similar thing applies to hair products. Don't judge a shampoo (or conditioner or gel, etc.) by its bottle. Fancy labels and high price tags don't necessarily translate to good products. What DOES matter is what's in those products, so the most important part of the label? It's not the brand or the sparkly letters or the miracle promises. What matters is the stuff in tiny type -- the list of ingredients.
And that's why professional salon products especially formulated for curly hair are often the best, since they have the ingredients you need and avoid the ones you don't. But the stuff you find at the local drugstores? They can be great, too, if you know what you're looking for.
The rule of thumb for bouncy curls: No sulfates, which is a type of surfactant, aka detergent.