Slathering on layers of the best anti-aging products day and night is considered one of the best – and only – non surgical options as far as maintaining a youthful appearance is concerned.

But skincare experts are now claiming that all that effort may well be in vain if you aren’t focusing your products on the correct area of the face – the ‘ribbon zone’.

The so-called zone, which was first highlighted by Korean skincare brand IOPE, is the area comprised of under the eyes, both cheeks up to the front of your ears, the nose and around the mouth, and is – experts say – the part of the face that is most susceptible to visible signs of aging.