You're 30 and starting to see lines? I'm 22, and I see mine getting deeper every day! :-P I would've been happy to put them off a few more years...

Anyway, my suggestion. I have some under eye circles to contend with on my more tired days, so I've considered all the eye creams in the book and tried many of them. When it comes down to it, the best thing I can do for myself (while not breaking my bank account) is to use some Oil of Olay moisturizer in some variety of "age-defying." For $16 or something, I get a container that's at least 4 times the size of a regular eye cream, but it feels like it has a similar effect after consistent use. I put it on my under-eye area in the morning every day before applying make-up to that area (allowing it to dry first, of course), then top that with some Rimmel face primer, then go at it. With the combination of moisturizer, tinted primer, and very gentle foundation/concealer application, I find the lines become less noticeable over time.

Hope my novel helped a bit!

I have been using ANEW since my early twenties. I usually grab them when they are on sale, that way I don't ever pay full price. AVON also has free shipping, so you don't have to find a person in your community that sells it. You can look on www.freeshipping.org for the free shipping codes. =)

another thing besides moisturizing and sunscreen that i have noticed helps me a lot is exfoliating regularly... i just use the st. ives apricot srub and it really works wonders. i just moisturize with unscented lubriderm. sounds crazy but it really works on my face. the only thing i've noticed that works for my under eyes is regular sleep and a bit of concealer. :)