Two products we always recommend to our customers is a conditioner and a product to protect the leather. Many leathers on new shoes have been sitting in tanneries or on the shelves for months before purchase, causing the leathers to loose hydration. We always recommend conditioning the leather on new shoes within the first few wears (primarily smooth leathers, such as calfskin). We also recommend protecting ALL new shoes. Whether your shoes are calfskin dress shoes, athletic sneakers, or suede boots/shoes, it's important to apply either a wax (smooth leathers or waxed suede ONLY) or weatherproofing spray in order to prevent any damage to the shoes.
If you're looking for a product that will keep the color of the shoe, as well as color in any scratches or scuffs, we recommend a shoe cream (ex: Saphir Pommadier Cream)