I use the rapid moisturizer spray from coco butter.
I already have stretch marks so I'm not too worried about that... But if it helps relieve the itching I'm all for it.
Like Kats says: moisturise. I use weleda pregnancy oil now generally, after each shower. But sometimes for an extra boost i use weleda skin food, it is very greasy but my belly skin feels awesome next day (i put it on before i go sleep, with pjs over it so i don't mess up any good clothes)
Moisturising helps, I use natural cocoa butter and coconut oil. It's also important trying to avoid stretch marks.