Gentle and slow movement of fingertips starting from the outer part of the face to the inside, without skin stretch is the best solution.
To avoid deepen wrinkles problem, mature skin needs not only face creams but eye creams too. From time to time prior to the application, you can massage your face with ice cubes - it is guaranty of better absorption of creams ingredients.
Remember: store creams in the refrigerator, away from direct sunlight.
Choose cosmetics in glass packs, darkened packs (some vitamins lose their properties when exposed to light and air).