I'm a great fan of 'less is more' for eyes as one gets older. I love By Terry eye shadows - available at Space NK shops. Clinique also do some good ones (particularly the creamy formulas). Also use Bobbi Brown, though I definitely find the By Terry even softer and easier to apply.

It does help a lot with creasing, application, etc if you weear a specific 'base' for eye shadow. I like the Laura Mercier ones. I'm often too lazy to apply both a base and a shadow, though - and sometimes weara Laura Mercier base (in Wheat ) as a subtle shadow just on its own.