I am an avid cyclist (3,000 miles/year) and never really had a need chamois cream. I guess as I've gotten older (60) the skin loses elasticity or something because I started having issues. Well, this goop (recommended by my LBS) is the fountain of youth. The menthol peppermint thing was weird at first but now I won't ride without it. I even use it on the indoor trainer.
I've used Assos and Doc's, both very good. However, over the last year, I switch to Enzos ButtonHole Chamois Cream for two reasons, 1) a tad cheaper and 2) it works. I rub a light coating on my chamois never having any friction issues in my 3/4 hr rides. Would definitely recommend.
There are plenty of products to help with all day events or if you have sensitivity. This Enzos product has a bit of cooling effect and that works great for me (your results may vary ;^). Great product for the what it is designed for!
So I've been using this stuff for about a month and a half now and really like it. It's pretty thick and a little goes a long way. My last jar of another brand I really liked also but was a little thinner viscosity and I went through it pretty fast. Seems some people either love or hate the peppermintmenthol tingle, I don't mind it but I don't need it either, my last one didn't have it and I was fine without it. A great buy when I got it on sale so I'd definitely recommend it.
Over 30 years of riding and 20 racing, I think I've tried almost every brand of chamois cream. For years, my favorite was Assos, but I've found I like this better because better value (more for the $), slightly easier to spread and a positive bit of tingle in the private parts.