Always matte. Always, always, always. I don't let sparklies of any type, not even "pearl" finish, go anywhere on my crinkley lids. Also, I wear very pigmented deep/dark help the little-skin-overlap-thing I've got visually recede (light colors visually bring things forward, dark colors visually make them recede)...and I bring up the dark color just past the lid crease, then blend it away well. I mostly skip the "highlight" color on the upper brow...too dated of a look. I do put a teeny bit of shimmer highlight color on my inner eyes...helps to brighten the whole eye.

Brands don't necessarily matter, but you won't find many highly-pigmented shadows in the drug store. Primers help keep shadow in place for women of any age. There are lots on the market.