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I completely agree with you! As did my sister in law who gave me a Curel sample a few weeks ago when I mentioned the same issue and I love it! Though I am having a hard time finding it in the stores, Wal-Mart, Target, Walgreens, etc. I might just have to order it online. Try this link... http://www.curel.com/pregnancy.asp Hope that helps!
Genetics are the only thing that prevent you from getting stretch marks. All those "stretch mark" creams just play off of our vanity, so don't waste your money. But if you're desperate for something to help with the tightness and itchy belly, stay hydrated, and you can use a little olive oil to rub into your skin. I have also found the Burt's Bees Mama Bee belly balm feels really nice, and is odorless.
I used cocoa butter religiously for stretch marks and it didn't work AT ALL. My tummy looks like a county road map! It's all just depends on your skin and it's ability to stretch without being damaged which is what stretch marks are, tears below the skin. So what it all boils down to is.......genetics. Good Luck!