NEW YORK (Reuters Health) - Applying cocoa butter lotion during pregnancy does not help prevent the stretch marks that many women develop, according to a new study. Stretch marks, or striae gravidarum as doctors refer to them, typically occur on the abdomen and breasts, but can also appear on the hips, thighs, and buttocks. The cause of the problem is unknown, but many women believe that rubbing cocoa butter on the skin can help prevent the marks.