Go with unscented hypoallergenic lotions. I like Aveeno
I also have this Yes to Carrots lotion, I think it came from Whole Foods - a friend left it at my house, it is really nice.
I use Jergens with vitamin e. Vitamin e is really good for itchy bellys plus it helps reduce stretch mark if your anything like me and get them.
I use eucerin.. the itchyness is the worst!! Lol