It took me awhile to find what worked best for me...started using a generic puck my wife bought me at the grocery store (I do not recommend this ) to Proraso, to C.O. Bigelow, was then given some Cremo Cream for Christmas last year as well as a kit from Art of Shaving. Tried both and liked both, but ended up sticking with the AOS cream. It's a bit pricey in the store, but it can be found cheaper online. I've found that a tub will last about 6 months or so.

That said, I found that having a decent brush made the most difference- my wife also bought me a generic (synthetic) brush from the same grocery a few years back. Upgrading to a better brush was night and day.