Okay so you've never used Assos chamois cream before maybe because you don’t use their shorts or in some belief that such products are for old rich dudes or perhaps you saw their new sunglasses and found them so appalling that you promised to never patronize Assos, but in doing so you have missed what will become an absolute necessity for all your rides.
Way before the modern synthetic chamois was invented all shorts had a leather based outer to the pad which made contact with your skin. Remember that scene in Overcoming where the soigner "Ole" rubs cream into Rolf's leather chamois the day before? He did so much in the same manner that good leather shoes need to be treated to keep them supple and clean. The best creams were usually body moisturisers, as long as they had some lanolin content. Lanolin treated the chamois but it also reduced the friction against the skin.
Leather may no longer be used for chamois, but that doesn't mean there's no longer any use for chamois cream. You can use this product in two ways. First, treating the chamois - in doing so you are allowing the pad to soak up all that lubrication and store it for release throughout your ride. I have found this to an absolute godsend especially after five hours in the saddle nearing the end of a sportive ride. The second way, and probably the most frequent way I use it, is to put the cream directly onto the skin. Due to the menthol in the cream it can leave the applied area feeling cold, not so bad in the heat of summer but less enjoyable in the colder months. This cold sensation soon wears off leaving the treated area protected for whatever the elements may throw at you.
Having used this product for over a year now both in Assos and other branded shorts I can’t believe how simple yet effective it is. With ingredients such as Almond Oil (to soften the skin) Witch Hazel (cleansing, healing and soothing) every angle has been covered to improve a rider’s comfort.