Stretch marks like scars are permanent. That doesn't mean that both won't or don't fade over time. Stretch marks occur when there is a "tear" in the tissue just beneath the skin. That is why topical remedies cannot get rid of them. They cannot penetrate the skin. However, there are some promising things that can *improve* the appearance of stretch marks because they increase cell turnover which in turn theoretically helps product collegen. Renova (by perscription), Retin-A (by perscriiption) and possibly Retinol (in higher concentrations). Using self tanner once the stretch marks have faded makes them somewhat less noticeable. There is also laser surgery which is the best bet (but very expensive) for really making a huge difference.
Moisturizers like coacobutter, sheacream, etc. simply moisturize your skin. Doing this *may* *prevent* some stretch marks, but they will not make them go away. Why do so many women say it makes a difference? Because it makes a difference in your over all skin. All skin, damaged or not looks better, somtimes *significantly* better when it's hydrated, and that's what lotions do.