I bought various creams and gels when I was pregnant with my first baby, as I really didn't want to end up covered in stretch marks. I used them on and off (when I actually remembered!!), but never really stuck to any sort of routine. In fact I probably only used them for one month in total, out of the whole nine months pregnancy!! I never have been very strict with myself.
I got on with enjoying my pregnancy, and didn't really think much about stretch marks, until my midwife commented on the fact that I didn't have any!!! This was quite near the end of my pregnancy, so I sort of assumed that maybe my bump wasn't as big as some people's get!!!
Anyway, after passing my due date by three whole weeks, becoming absolutely huge, and then having an 11lb 7oz baby.......I Still had no major stretch marks! Ok, there were a few small marks low down on my tummy, but they were hardly noticable!!
I think you either have skin that will stretch or skin that wont!! if you have the latter...then maybe no amount of cream or gel would help!!
I'm now nearly 36 weeks pregnant with baby no 2, still have no stretch marks to speak of, and I haven't bought any creams or gels at all this time!!
I wouldn't really recommend these creams or gels are they can be quite pricey, and don't necessarily do anything for you!!