Fading on Leather shoes - Am I doing something wrong?

[tau5]

I'm noticing a strange thing start to happen to my shoes after I polish them.

The colour on my shoes was originally uniform, but now I've noticed the colour slowly starting to fade, especially at the toes. It's like they're getting slowly lighter in colour. The nature of my work means my shoes get scuffed often so I polish them using Florsheim Shoe Creme.

I've added some pictures to show the issue. Am I slowly rubbing off the dye from the shoes by polishing them too often? Or is this something else?

[Tugadude]

Are you focusing on the toe portion, or are you working the entire shoe evenly?

[arashikage]

Are you using a colored creme or the neutral creme? If you are using a neutral it's not going to restore the color lost from wear.