Ultra-pigmented eye looks call for an eye shadow primer to hold the colour in place. "Dab a touch of the Urban Decay Cosmetics Original Eyeshadow Primer Potion ($24) over your lids, to prep for 24-hour wear and crease-free eyeshadow," Adam said. "The polymer technology fills in any imperfections on the skin's surface, so it's a must before any eye shadow application."