Used to swear by Assos and used it for years but the new formula (they’ve taken the mint out) caused a pretty nasty reaction for me (in a place you don’t want skin problems :p ). I meant to email them and ask if they put anything new into it but haven’t bothered yet.
Tried sudocreme briefly (initially just to help deal with the reaction but then as a ride cream), seemed OK if you put loads on but is too greasy for my liking, you need soap and a couple of washes to get it off your hands which isn’t always convenient. Seemed to wash out of shorts OK though.
Then tried Chapeau which seems pretty good but it’s more expensive then Assos and IMO not quite as good so have also now bought a tub of Udderly Smooth but not used it yet…