itchy skin?

I am 23 weeks along. And my belly has become so itchy. I use palmers stretch mark cream 2-3 times a day. But I am still so itchy. I try not to scratch it. But at times it is painful because it itches SO bad. What do you mamas use to help the itch. 
Sincerely,
 A itchy soon to be mom. 
This is how my belly feels....