I goop up from the cheeks down for the reason you stated--avoids stinging eyes. Between my glasses and helmet, the top part of my face fares OK in the sun. I also put my favorite goop on my arms and legs, though I often wonder how effective that is with all the sweating, but it seems to work.

One trick for keeping the sweat out of your eyes is to put chapstick on your eyebrows. Being a Fred, of course, I usually just wear a bandana headband.