To apply La Mer, you take a small amount (they always say pea size, so start with that) and rub it between your fingertips until it is emulsified. You should have cream on your fingertips (IOW, don't rub between fingertips too much or too long -- just long enough to soften the cream so that you can pat it into your skin). Now, just pat, pat, pat onto forehead, cheeks, eyes (I do this even though I use a separate eye cream because, why not?), etc. Use upward pats. If you don't have a separate neck cream, use a little more for your neck and décolletage (otherwise, use your neck cream for this). Rub any excess into your hands and cuticles.