Cocoa butter, vitamin E etc. doesn't have any terribly convincing (trial) evidence... other that what clients say, it islikely placebo and the result of moisturizing/better care for skin.
I am not sure about popular products like BIO OIL... but they're probably also based on the "evidence of people posting reviews on Amazon.com"
Prescription Retin-A (tretinoin) may work a little better, depending on how badly you want it gone. (Yes it is a topical drug so you don't need to take it orally and no it isn't ISOtretinoin)