Another Assos chamois cream fan, here. I'll use Chamois Butt'r in a pinch, but I prefer the Assos by far. It seems less messy/goupy to me and it definitely lasts longer. It washes out easily, too. I only use it on rides of 40 miles or longer. It makes a HUGE difference in my comfort (girly bits, not sit bones).

I haven't found my 'dream' shorts yet...so until I do, I have a couple of different brands/styles that I'm wearing. Nothing I'd recommend as outstanding or anything though.