When dealing with incontinent patients, you need to ensure they retain their dignity and do not feel any less of a person because they require help with their medical issues. Talk them through the process and explain what you are doing and why you are doing it without sounding condescending or patronizing.
Also, make sure you always use disposable gloves when applying a moisture barrier cream for incontinence and change them after dealing with one patient. The patient should be clean and dry before you apply the barrier cream. Then, add a pea-sized amount of cream directly to their skin and gently rub it into the affected area.