One of the nice things about the trip now over is that I got two more Air France eyemasks (free). Other airlines give out ones with plastic -- they don't breathe but trap perspiration, making me uncomfortable. The AF eyemasks are fabric and breathe. Much superior, and now I have three.
Gel?
Gel eye mask: you stick it in the fridge for for an hour, then put it on your eyes when they are tired and/or swollen.
The one in the kit is also silk, so it breathes.
BA gave us silk sleep masks, terry tube socks, and a small toothbrush with a tiny little tube of toothpaste. I liked it.