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Hi there,
Congrats on you & your wife's pregnancy! I ended up getting stretch marks during 36-42 weeks pregnant, but during pregnancy I only used normal lotions/moisturisers (I never thought I would get stretch marks:doh:). But post-natal I used bio-oil for about 5 months every day. I think it may have helped them fade. But I also think that it just takes time for them to fade. It takes pateince, but they do fade:)
Like some of the others have said, I have also been told that a pregnant woman's predisposition to stretch marks is greatly linked to genetics-- i.e., if her mum, sisters, aunites, got them, she is more prone to them.
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I've been using Palmers, but I have got stretch marks (and I'm only 22 weeks!). Still, it feels nice on & my skin has been so dry (I guess that must be pregnancy-related, I'm not normally like this) that I will keep on using it.