Mark, with using any ordinary hand creme, or leather conditioner or whatever. Good results are not necessarily instant - it can take a number of applications to achieve improvement - say, every time you get into the car to drive it - put the creme on the palm of your hands and just work creme into the wheel from side to side. Also, leave cars in the sun to build up internal heat - every little bit helps, and the more often you do it, the better the results.
Say, start off by cleaning the wheel with Saddle Soap - use a wet sponge, and apply to wheel. Let dry and wipe off residue with soft cloth. Repeat the process a couple of times. You could then also apply Malco Leather Conditioner, leave car in the sun to build up internal heat, and then wipe off - say, the next day. It is only repeated applications that will achieve the results you are looking for.
Incidentally, the Malco Conditioner I buy for $42.00, large bottle, which is a reasonable price considering quantity. I could send a bottle down to you, if you like. I am hoping to build up some sort of distributor ship for of that Company's product, but I would have to buy quantity which I am not able to do at the moment. Regards styria
N.B. Just checked size of Conditioner bottle - 942 mil, almost a litre, so it is quite large, being the right size for all of them 6.9 gracing your premises !