From the manufacturer's official website:

In order to further increase riding comfort, we recommend the use of ASSOS Chamois Crème. The ASSOS Chamois Crème reduces friction and keeps your skin cooler. It prevents inflammation and has antibacterial properties. Apply directly on the skin (avoid intimate areas) before each ride. Furthermore, after every laundering, apply a thin layer onto the shorts' insert. This to maintain suppleness, elasticity and antibacterial properties. Used by many professionals regardless of the brand of their shorts. ASSOS Chamois Crème – simply a must. Don't leave home without it!

For more information, please visit this product's webpage.