If you can stand the smell of cocoa butter, Palmer's actually works pretty well (considering the price is pretty cheap too).

I've tried another one which is really good but you can hardly get it in Malaysia - Erbaorganics Mom-to-Be Stretch Mark Cream. I got it from my sis in US, and now I carry this product in my baby web store, selling at RM53.90 per tube (125g).

The key not to have stretch marks is that, whenever you feel itchy, don't scratch it! besides applying lotion or cream or oil. You can put on some powder too when the itch is going too much