Dry skin - apply moisturizer erect or flaccid?

I’ve got dry, flaky, red, dead skin on my penis. I really only notice it when I’m erect, I guess the skin tightens up and you just really notice it.

My question, is it better to apply moisturizers/lotions/creams while I’m erect - when the problem presents itself or is applying these while flaccid OK?

Kind of seems that applying these while erect would make the most sense - you can really rub it in good, but requires a bit more effort than just applying it while flaccid.

Anybody with dry skin down there, do you apply these while erect or flaccid? Or does it matter?

shouldn’t make much difference but apply when erect so that it seeps into the otherwise contracted areas