Stretch marks (aka striae distensae) can arise from rapid weight changes, as part of adolsescent growth, body building, the use of muscle-building steroids, and in many women, on the abdomen, following pregnancy. When fully matured, stretch marks have a crinkly, cigarette-paper consistency and are ivory white in color, as you describe here. Early stretch marks, on the other hand, are purple or purple-pink. Most OTC topical creams that are touted for stretch marks are pretty much useless. The intensive application of high strength ammonium lactate lotion combined with a prescription topical retinoid may prove helpful in improving the appearance of stretch marks, after several months of continuous, daily use, especially when combined with the in-office use of a series of medical microneedling coupled with the application of topical tyrosine and bimatoprost treatments to help stimulate, new, native collagen production and promote repigmenation, respectively. I have also had some additional success, in selected cases, with the concomitant or subsequent use of bioremodeling agents, such as Profhilo and the use of skin boosters, such as Viscoderm Hydroboosters, injected superficially within the appropriate levesl of each stretch mark in order to help to stretch the crinkly, crepe paper-like surface appearance. These are believed to work by virtue of their ability to promote skin hydration and their biostimulaory ability to promote new, native collagen and elastic fiber synthesis (neocollagenesis, neoelastogenesis). Make sure to consult with a board certified aesthetic physician. Best of luck and Happy New Year.