I always put lotion on that area after I shave.

Also, I always shave WITH the grain. And if at the last minute, I want a close shave, go against the grain only once. My doctor gave me that advice when I asked her once. She said going against the grain a bunch of times could irritate the skin.

Use a nice razor - those cheap bic ones always irritated my skin.

I'm not really sure about the shaving cream, since I always just use soap and water. But using soap and water, those three things work for me.

Hope that helps.