One of the biggest physical changes women notice during pregnancy is the appearance of stretch marks. Put simply, stretch marks are caused by your skin being unable to keep up with the rate at which your body is growing. The elastic fibres under the skin's surface tears, causing the marks.
Although they aren't harmful, many people want to do what they can to minimise their appearance and prevent them from making as much of an impact. An excellent strategy is to apply a rich lotion, cream or oil as keeping the skin moisturised will lessen the appearance of stretch marks, and keep that annoying itching at bay.