I use Assos. When I'm feeling cheap, I'll use Chamois Butt'r Eurostyle. The regular Chamois Butt'r and other lotions aren't waxy enough. They don't last well enough once I get sweaty. Thicker, antibacterial stuff like Assos also keeps the chamois (even elastic ones) soft (I apply after washing, then use just a little bit or some straight on the skin before riding), and that that seems to help me the most.