Ignore the marketing hype about grips. Get some you like, in the right size to fit your hand, and replace them when they start to get hard or slick.
The Lamkin Crossline grips are an excellent compromise between soft feel, firmness, and wet-weather performance, at a surprisingly low price, under $4 each, installed. Single layered, they remain among my favorite grips, but mis-hits will sting. Replace every year or two.
The double-layered Winn grips have become very popular with mid-to-high handicappers, for their outstanding firm-soft feel. Slippery when wet though, so you will need to carry some special wet-weather gloves. Slightly higher priced, but still very affordable at under $6 each, installed.
Many excellent grips are under $5 each, installed. Even OEM grips, if you prefer them, are typically only $10-15.
One grip manufacturer's ad encourages golfers to replace their grips every 10 games. That's just goofy.
A 64th of an inch in grip diameter is equal to about a third of an inch in hand length. Ideally, the tip of your closest finger will just graze the heel of your palm when wrapped around the grip. After-market grips come in x-small, small, men's and women's standard, mid-size, and jumbo sizes, with typically 2/64ths between sizes, and the grip's original size can be even more finely adjusted during installation, to fit your hand perfectly.
Off-the-shelf clubs come with "standard" size grips, for either men or women. OEM replacement grips usually do not come in other than "standard" sizes, but I can put some build-up material underneath to adjust them to your hand-size, if you need a larger grip size, and I can even adjust it a bit thinner if needed. If your hand is less than 6-3/4 inches long (for men) then your should avoid OEM grips, and for that matter, off-the-shelf clubs.
However, many single-layer grips are also excellent, and to me at least, provide a more direct feel of the impact with the golf ball.