Stretch marks

I have had light, white stretch marks since I was a teen on my legs, butt and breasts. I know that they say it's genetic and can't really be avoided, but there must be a way to alieviate the itching and maybe reduce the number. I know drinking tons of water helps, but what else do you think would help? Any advice would be appreciated. Please include brands you've used and have has success with. Also, any tips as to when and how to apply.