If the eyes are the window to one’s soul, then the neck must be the window to one’s true age. Based on the success of anti-aging facial skin care, cosmetic firms are now paying closer attention to the area below the chin as more neck and décolleté treatments hit the marketplace.

Upscale skin care firm La Prairie has one of the newest weapons in the battle; its new Anti-Aging Neck Cream ($200) hit counters in October.

Holly Genovese, vice president of retail marketing/sales education for La Prairie, says this “forgotten zone” has specific issues that make it age differently than the face or other parts of the body.

Specifically, as the skin matures, it loses essential nutrients, resulting in slackening, thinning, dehydration, a dull complexion and the appearance of age spots, particularly in the neck and chin area. In addition, the area under the jaw is prone to accumulating fat, causing the appearance of a double chin. Meanwhile, gravity pulls on the neck and décolleté area, which subsequently shows aging via the appearance of lines and slackness.

According to Genovese, La Prairie’s Anti-Aging Neck Cream has been designed to address those specific issues using several key ingredients.

First is a volume-reducing complex containing botanical glaucine and cocoglucoside, which stimulates lipolysis of existing fat cells and inhibits the formation of new ones. La Prairie has added a peptide that stimulates elastin production and promotes an elastic fiber as well as “youth-restoring complex “ that re-boosts skin’s metabolism, resulting in improved density, elasticity and texture.

The treatment also contains an extract from the Resurrection Plant, which La Prairie says helps revitalize cell metabolism and improve skin hydration, while an oil-in-water emulsion with a liquid crystalline structure—similar to the natural structure of the skin itself—forms a protective shield on the skin’s surface without a heavy residue.

The new anti-aging neck cream from La Prairie has been designed to target the specific aging issues of the neck/décolleté area.

Also on the anti-aging neck cream’s ingredient list is a “soft focus polymer,” which hides fine lines and wrinkles by altering the refraction of light, according to the company.

Speaking at La Prairie’s New York office, Genovese told Happi that a luxurious feel is yet another key attribute of this new product, which helps women make sure “the age of their neck will catch up to the age of their face.”