Brand New in Sealed Box. MSRP: $70 Eye Lift Firming Treatment is one of Dr. Murad’s most sought after, breakthrough anti-aging formulas. This treatment infuses the delicate eye area with exclusive, proprietary surface-filling and firming technologies that instantly lift, firm and visibly reduce the appearance of lines and wrinkles. Eye Lift Firming Treatment is the first product in the new Murad Professional collection. Now you can bring home the same professional-strength formulas.