Before applying makeup, it is important to prep your skin. The same principle applies to eye makeup as well. Grab your under eye cream and gently massage the eye area in circular motions. This would moisturize the area and relieve dryness. Even a little dryness can make your makeup appear cakey or unattractive. Use an eye primer over and under the eyes. This works great as a base for the eyeshadow and also makes it last long. In case you have a discoloration around the eye area, even it out by using a concealer that matches your skin tone. Ensure you set the concealer with a loose/pressed powder. This technique also prevents the eyeshadow from creasing.