Hello and thanks for your question.
Yours is a good question. Unfortunately, there have not been may new developments in products that are effective at reducing the puffiness under the eyes.
There are several products on the market that contain caffeine in them that all generally work the same. These all work relatively the same and do provide some help in reducing this puffiness. An example of one of these products is Skin Renew (Anti-Puff Eye Roller) by Garnier.
I hope that has been helpful. Unfortunately, there aren't many products out there that are as effective that differ in their mechanism of action. This caffeine-type containing product seems to be the best there is right now.
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My opinion is solely informative and does not constitute a formal medical opinion or recommendation. For a formal medical opinion and/or recommendation you must see an eye doctor.