I always apply leather conditioner by hand (directly, no microfiber or anything), let it sit and then gently buff the excess. There's not really any secret trick to applying it.

But, as stated above, conditioner won't "fix" creased or cracked leather. If you want leather repaired then search around for the threads on leather repair. You really need a pro to do the job.

 

I am interested in the advice to apply with your hand. So you actually rub it in with your hand then?? Honestly it makes sense, I use a microfiber, but I use a TON of it, so maybe I would use less and do the same thing if I used my hands. After I use the cleaner (I clean with one cloth and then rinse with another), I generously coat the leather with the condtioner. I allow it to dry then I buff the leather to an even color. What I love about Lexol is that it buffs evenly so well and it is never greasy or "wet" looking. I then let the car sit for some time before disturbing the leather (8-12hrs). I have noticed that with Lexol the leather REALLY gets a nice "soft stiffness to it" if you give it a bit of time.