I have eard the same thing as Jonezie. Supposedly models use this trick. There are also commercial products out there for just this purpose. Garnier Fructisse (sp?) makes one that rolls on underneath the eyes.
Make sure you are getting enough sleep (obviously!). I have seen them do the surgery for this on tv. Apparently, there are little fat packs underneaty your eye and they take them out.
Carrie