Olay is getting set to launch Olay Eyes, a new line exclusively for the skin around the eyes.

Slated to hit store shelves in July 2016, the new line will include four specific products that address the different ways eyes can age: dark circles, bagginess, sagging, crow’s feet and wrinkles plus a fifth product aimed at preventing all of these entities.

“The eye area ages earlier and faster than the rest of the face,” says Frauke Neuser, PhD. Principal Scientist & Scientific Communications Leader for P&G Global Skin Care in Cincinnati in an interview with DermWire and AestheticsWire. “There may be up to a 10 year difference between the age of the skin near the eye and the rest of the face.” This was among the main findings of a poster presented by the Olay team at the annual meeting of the American Academy of Dermatology in Washington, DC.

“The eye area is so much older and it does require that special care,” says Rosemarie Osborne, PhD a Research Fellow at P&G Beauty in Cincinnati.