I think I paid at least $15 for Assos at an LBS. That was a couple years ago. May have gone up in price since then. I love the stuff! That tingly menthol feeling? Ooooo!
Still, its pricey and I don't get it anymore. If I use anything, I use bag balm. Cheap, lasts a long time, and washes out easily. It is as effective as the Assos, just without the tingle. And you can get it at most drugstores, or even Walmarts ( if you must.) I put it, be it official chamois creme, or bag balm, on ME. Not on the shorts. I know exactly where ME needs it. It will put itself on my chamois when I sit down on the bike seat. Just make sure you've already pee'd before you put it on or you end up wiping if off and having to do it all over again. Couldn't tell how many times I've done that.
annie
Time is a companion that goes with us on a journey. It reminds us to cherish each moment, because it will never come again. What we leave behind is not as important as how we have lived." Captain Jean Luc Picard