Ok, so after reading and seeing all the amazing effects lubriderm had on the bbags, i decided to use it on my 05 rouge day bag. I started with the back and gently messaged the lotion in using the techniques you brilliant gals suggested. the outcome was not as good as y'alls but one thing happened that i didn't expect; my hands turned completely red! i rubbed them off on some paper towels and left a trail of reddish pink paper towels on my kitchen floor. DH thought i had some freak accident while cooking! anyway, it's probably b/c of the bag's color. This is just a warning to those of you who are tempted to try lubriderm on your rouge bags. Because of this, i decided to not lube the front. so now the front of my bag is still shiny (and rather pretty, now that i look at it) and the back is matte and soft. oh wells, she's my one and only bbag (on the list for a grenat city) and i still love her to death!