2006 Kia Optima Head lights keep burning out

I seem to be replacing head lights at an extraordinary rate. (6-10 headlights in each side in the past year) I have changed out the fuses that did not seem to help anything. I have tried the super awesome lights and that didn't work. I have tried the cheap ones and that didn't work. The weird thing is that they are are blowing out when I turn them on after starting up the car. I have asked Kia about it and they said to buy their expensive head lights that are pretty much the same as the ones you get from auto stores. I am tired of spending so much money on these.