Always use a shoehorn. Its purpose is to shape and support the heel.
Shoehorns also protect the heel linings from unnecessary abuse.
Always keep a 'fresh' coat of polish, cream, or moisturizer on your footwear. Even our hands tend to dry and crack when exposed to excess moisture. Think of leather in the same way, except leather no longer has the ability to produce natural oils, which would otherwise keep it moist and supple. Cream polish will penetrate deeper into the grain of leather, while wax tends to coat the surface, lasting longer with a brighter shine. We recommend cream for softer leather and wax for more ridged leather.