I use lotion and just started this week. Last pregnacy I did lotion and baby oil while in the shower.
Mostly, I've heard stretch marks are more genetic than something you can prevent. I had DS 5 weeks earlier with no stretch marks, but I'm pretty sure with the size he was estimated to be (he as 6.8lbs at 35 weeks), I would have.
I just use body lotion all the time, pregnant or not. With my DS, I did buy Palmer's my last 2 months because my skin was itching so badly but it smells (IMO) sooo bad that I could barely stand to use it. My absolute favorite was the lotion I used with DD - it was Vaseline brand cocoa butter lotion but came in a tube and was thick - I can only find it now in a pump and it's super runny..bleh!
I have never put stock in those stretch mark creams. My belly gets so unbelievably stretched that it is beyond repair...I take it in stride at this point! My belly is covered in stretch marks - but no one ever sees my belly besides DH, so I really am beyond caring. I'm not a bikini wearer or anything.
I do use lotion when it starts to get itchy those last months.
I'm terrible about things like that. I thought I was home free with DD when I didn't have any by 36 weeks. Then I got ATTACKED by stretch marks in the last 4 weeks. And I am a bikini wearer - so that SUCKS! My doc also said that there's really not all that much to do. Apparently French women get more varicose veins, and North Americans get more stretch marks. Interesting.
I lotion for the itching. I never put any weight into the stretch mark side of it. I have horrible stretch marks from DD. At one point while i was pregnant with her I really had to go to the bathroom while my friends daughter was in the house. She walked in and asked why i had spider webs on my tummy. LMAO. O well.
I've never used any creams or lotions either! When itchy, then I might use a bit of lotion, but that's all. I've been fortunate, I only have a couple small stretch marks on my hips and that's all. My biggest baby was only 8 pounds, 4 ounces though, and I think I have some good genetics (my mom never had a single stretch mark). I'm guessing this baby will likely be smaller than 8 pounds, so I'm not too worried about it.