It was a 1991 study first published in the International Journal of Cosmetic Science that first showed the effectiveness of certain creams in getting rid of stretch marks. Certainly, creams had been used to help reduce the unsightly appearance of these unfortunate scars long before the study, but this study effectively legitimized the use of creams on stretch marks among the dermatological community once and for all.

The double-blind experiment tested whether or not the common cream treatments for stretch marks that were currently on the market actually helped to prevent the appearance of stretch marks, in situations where stretch marks normally tend to appear. What the study found was that creams containing small essences of an herb called Centella asiatica actually prevented stretch marks from occurring in pregnant women (who otherwise have an up to 90% chance of getting stretch marks). Creams that also contained Vitamin E and collagen and elastin hydrolysates (collagen and elastin are the fibers responsible for the skin elasticity achieved the best results.

Another study, appearing in Cochrane Database of Systematic Reviews in 1996, showed that a cream with vitamin E, elastin, menthol, panthenol, and hyaluronic acid as its active ingredients also helped prevent the onset of stretch marks in pregnant women.

The importance of these two studies is that, previously, the only scientifically proven ways of dealing with stretch marks have been expensive, potentially painful, or both. Surgeries, laser treatments, and dermabrasion (i.e. controlled wounding of stretch-mark afflicted areas) were treatments for dealing with already-existing stretch marks. These treatments, unfortunately, were only available to those with serious commitments and deep pockets. Creams are a more economic alternative. These studies have not only encouraged people to buy anti-stretch mark creams. They have also encouraged medical researchers to try to create more effective creams–including ones that both prevent potential stretch marks and help heal existing ones.