Itchy Bump

I started getting stretchmarks only after 32 weeks of pregnancy. Currently at 39 weeks, the bump continues to stretch and is severely itchy. The stretchmarks look more like rashes now. I apply coconut oil, bio-oil, cocoa butter in rotation every few hours but none seems to help with the itching. Doc has advised a lotion called 'Adril', it has a bit cooling effect but its effect lasts only for 30mins or so.