How much exfoliation is too much?

I'm using St Ives exfoliation stuff, how often should I use it?How much exfoliation is too much?
2-3 times a week.How much exfoliation is too much?
Its not that strong of a product, If youre using it on your face, every other day, If on your arms and legs, every day should be fine. Your skin should turn a little pink. Anything else is too much!