I started off with chamois butt'r and that is good, Assos stuff is really nice, but expensive, about 17 bucks for a small tub. I like to really "lube up", so have switched to two products, the first has already been brought up and that is "udder cream" basically a heavy duty moisturizer, but a little too liquidy to stay put for long rides, so for my longer rides i load up on bag balm. This is more like vasaline, so it stays put, also what i use when it's raining. There are some downsides to bag balm, but they are outweighed by the rewards. It is cheap, about 5 bucks for a tin twice the size of assos, it lasts all day, and i find it is good saddle sore prevention, and cure them quick if you have problems with them. problems is that if you wear anything but black shorts you might get some stains on them. Our team shorts are blue, and the chammy has little perferations in it, so the bag balm, or any other crotch cream goes through the holes and stains the shorts, so that sucks. Also read an article by someone famous on cyclingnews.com about using vaseline, triple antibiotic cream and something else i think all mixed up. Sorry for the long post.